 | |
| Product type | Shoes, perfumes, |
|---|---|
| Produced by | ALDO Group, Coty |
| Country | United States |
| Introduced | 2011 |
| Discontinued | c. 2018 |
| Related brands | Kenzo |
| Markets | Worldwide |
| Ambassador(s) | Madonna |
Truth or Dare by Madonna was a lifestyle brand by American singer Madonna. It was the second enterprise from MG Icon LLC, a joint venture between Madonna, her manager Guy Oseary and Iconix Brand Group. This is the second brand from the venture after Material Girl, which is a fashion line designed by Madonna and her daughter Lourdes and launched in 2010. Initially the line launched with handbags, footwear, accessories, intimates and fragrances.
The brand's primary demographic was women in the age range of 27–50 and its commodities would include a variety of apparel. In March 2012, the second product, women's footwear was announced to be launched in the fall of 2012 in association with ALDO Group. The first product released was a perfume of the same name, released by Coty, Inc. and launched in the United States in April 2012 exclusively to Macy's departmental stores, and globally in May 2012. Madonna wanted to create a contemporary version of her mother's fragrance, and collaborated with perfume maker Stephen Nilsen. She collaborated with Fabien Baron on the promotional activities.