The music icon is making her fashion mark again with a line of footwear under the new Truth or Dare label, owned by MG Icon. The collection will launch for fall ’12 and will be produced by Aldo Group Inc., marking the first footwear license agreement for the compan. The deal came about through Aldo Product Services, a division created in February 2010 to handle wholesale, private-label sourcing and now licensing agreements.
The initial footwear offering consists of more than 60 styles, including flats, heels, booties and over-the-knee boots, set to retail for $89 to $349. Many of the dance-inspired looks will feature studs and cap-toe details. Madonna’s stylist, Arianne Phillips, will serve as the creative consultant. “Her fingers are really on this brand,” Phillips told Footwear News. “The first thing I did was remind her of all the shoes she wore over the years, and we took the styles that we can’t live without. You can always depend on her to bring her style and provocateur quality, but she also has a very feminine perspective.”
The shoe collection comes with the support of big retail players, including Nordstrom, Asos.com and Macy’s, which also was the launch partner for Madonna’s first retail project: the Material Girl line that hit in August 2010. This time, select stores will feature special displays to promote the Truth or Dare brand, and Selfridges in the U.K. will create a pop-up shop. The line also will debut at The Bay in Canada.
Beyond the name appeal associated with Madonna, the Macy’s team was impressed by the brand’s “great dress shoes and boots,” said Deanna Williams, a spokesperson for the retailer. “We think our customer will be excited about this line because it’s by such an iconic and innovative creative such as Madonna.”