Madonna fashion brands

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Poster to advertise the first fragrance from the lifestyle brand Truth or Dare by Madonna. The line also includes footwear, intimates and a second fragrance named Naked.

American entertainer Madonna has produced four fashion brands, beginning with a clothing range for fashion store H&M in March 2007.[1] She later created an enterprise, MG Icon LLC, a joint venture with her manager Guy Oseary and Iconix Brand Group which produces her lifestyle brands Material Girl and Truth or Dare by Madonna.[2] She also collaborated with Dolce & Gabbana on a range of sunglasses which marked the first co-branded collaboration that the design duo has ever undertaken.

Prior to creating her own fashion lines, in 1985 at the height of Madonna's fame, Macy's department store created a section called Madonnaland in New York. It was established to coincide with her Radio City Music Hall concerts as part of The Virgin Tour. They sold clothing and jewelry resembling those worn by the singer at the time and held a look-alike contest in the store.[3]

M by Madonna[edit]

Madonna poster on the H&M's Crawford House in Hong Kong circa 2007.

In March 2007, Madonna collaborated with fashion retailer H&M to produce the fashion line M by Madonna. She had previously modeled for their 2006 campaign which involved herself and crew from the 2006 Confessions Tour and had designed a tracksuit which was worn in the advertisements.[1] The collection consisted of leather trench coats, sequined shift dresses, cream-colored calf-length pants and matching cropped jackets. H&M said the collection reflected Madonna's "timeless, unique and always glamorous style." Madonna also directed the television commercial to advertise the collection.[4] The collaboration involved H&M's head of design, Margareta Van Den Bosch and Madonna commented "I've made no secret of my love for fashion and trends. Working with Margareta and H&M was an exciting and new creative challenge for me. I'm really happy with the results and look forward to wearing M by Madonna along with the rest of the world."[5]

Material Girl[edit]

In 2010, Madonna and her daughter, Lourdes Ciccone Leon produced the teenage fashion brand Material Girl, named after her 1985 single of the same name.[6] The 1980s inspired clothing line, borrowed from Madonna's punk-girl style when she rose to fame in the 1980s, was released under the Macy's label. Taylor Momsen was chosen to be the face of the brand which consists of apparel, footwear, handbags, jewelry and accessories.[7] In 2011, she was replaced by Kelly Osbourne and currently Georgia May Jagger is the face of the line.[8] Prior to the line, Macy's New York department store created a section called Madonnaland in 1985. It was established to coincide with her Radio City Music Hall concerts as part of The Virgin Tour. They sold clothing and jewelry resembling those worn by the singer at the time and held a look-alike contest in the store. This look would later inspire the Material Girl collection.[3]

Madonna was sued over copyright of the name of the collection by LA Triumph, a Los Angeles-based clothing retailer that claims to have been selling "Material Girl" clothing since 1997 and has a registered trademark. In response, the singer attempted to get the lawsuit tossed by presenting evidence she created a hit song that brought "Material Girl" to fame more than 25 years ago. In court papers, Madonna said she is the Material Girl, and she was the first user starting in 1985. California Judge S. James Otero wasn't convinced and commented "[The] Defendants' argument that Madonna created the 'Material Girl' mark through her performances fails as a matter of law," the judge writes in an order denying summary judgment. "This Court and other courts have recognized that the singing of a song does not create a trademark." The judge also rejected arguments that $85 million worth of "Material Girl" related merchandise sales in the 1980s is enough to establish being the "senior trademark user" because concert paraphernalia doesn't strictly equate to clothing sales.[9]

MDG[edit]

In 2010, Madonna collaborated with fashion designers Dolce & Gabbana to produce a range of sunglasses named MDG (their initials). It marked the first co-branded collaboration that the design duo has ever undertaken. They commented on the collaboration: "We’re so excited. Designing an eyewear line with Madonna was a new experience for us. This further strengthens our relationship with Madonna, and it was a very constructive experience for us. She is very exacting and a professional who seeks perfection in everything she does, and this was no exception. The oversized and wraparound designs are sexy and very feminine, like our clothes. Madonna’s creative contribution and unique point of view were key, even in designing the MDG logo.”[10]

Truth or Dare by Madonna[edit]

In November 2011, Madonna announced plans of launching her own global lifestyle brand, called Truth or Dare by Madonna; her second lifestyle brand following Material Girl with her daughter Lourdes and second enterprise involving MG Icon and Macy's.[11] It will include handbags, footwear, accessories, intimates and fragrances.[12] Madonna's target for the brand was women in the age range of 27–50.[11] In an interview with Women's Wear Daily, Madonna stated her inspiration behind the name Truth or Dare: "Over the past several years, I have been approached countless times to create my own brand. The timing is right and I have found great partners in Iconix, who can help translate my vision to reality. I have always been obsessed by fragrance and for years wanted to create something personal that was an expression of me but that other people could relate to as well. Something honest, and yet daring, hence the name Truth or Dare". The first product, a perfume with the same name was launched in collaboration with Coty, Inc and was followed by a footwear line produced with ALDO Group. The initial footwear consists of more than 60 styles, including flats, heels, booties and over-the-knee boots. The product will be sold through Nordstrom, ASOS.com and Macy’s in the United States, Selfridges in the UK and The Bay and Little Burgundy Stores in Canada.[13][14]

The advertising campaign featured Madonna topless, and looking towards the camera with the Truth or Dare perfume bottle in front. The poster was created by re-using images from Madonna's 2010 photoshoot with Interview magazine, which was shot by Mert and Marcus.[15] Jessica Vince from Grazia magazine complimented the ad, describing the singer's look as "recycle chic". The writer continued: "[She] is looking every inch the Hollywood glamazon, topless except for striking lipstick and her trademark crucifix, plus a mass of blonde waves. And no, you haven’t had one too many glasses of mulled wine – that is indeed herself she’s cosying up to."[16]

In December 2012, a second fragrance was announced, Truth or Dare by Madonna: Naked. The press ad campaign featured a naked image of Madonna with a back banner across her breasts with the words "Naked - a new fragrance" on it.[17]

MDNA Skin[edit]

MDNA Skin is a range of skin care products which were released in Japan on February 12, 2014. The premiere took place at Omotesando, Tokyo, and the product was developed in collaboration with MTG Co. Ltd, one of the foremost beauty care product developers in Japan.[18] Madonna had previously released a picture on her Instagram account where she posed on her bathroom floor, while a caption said the following: "She's done for the day! Bath or shower? #MDNASKIN." The link from the hashtag connected to the official website for MDNA Skin.[19][20] An exclusive release took place at a store on February 13, 2014, following a country-wide availability from February 26. The skin care ranges available included a serum—exclusively created for Madonna—for obtaining a glow effect on the skin, a chrome induced clay mask for enrichment of the skin as well as a skin rejuvenator which helps to eradicate impurity.[21] As stated in Madonna's official website, the main motto of the product was to "challenge women and their awareness about the art of beauty and skin care. The MDNA Skin pop up store will give customers the opportunity to see, feel and experience the products and enjoy the multiple screen projected visuals."[21] Michelle Peck, who had been appointed as Madonna's skin advisor for the last ten years, was enlisted as the brand ambassador for the product and helped.[22]

References[edit]

  1. ^ a b Fred, Attewill (December 7, 2006). "Madonna designs H&M clothing range". The Guardian. Retrieved August 14, 2013. 
  2. ^ "MG Icon LLC: Private Company Information". Bloomberg. Retrieved August 14, 2013. 
  3. ^ a b Brown, Mary Ellen. "Television and Women's Culture: The Politics of the Popular (page 100)". Currency Press. Retrieved August 14, 2013. 
  4. ^ "Madonna's clothing line goes on sale at H&M". msnbc.com. Associated Press. March 23, 2007. Retrieved May 26, 2010. 
  5. ^ "Madonna teams up with H&M again". Metro newspaper. Retrieved August 14, 2013. 
  6. ^ "Madonna sued over "Material Girl" clothing line". Reuters. August 20, 2010. Retrieved November 11, 2010. 
  7. ^ "Taylor Momsen goes from Gossip Girl to Material Girl as she's named the face of Madonna's fashion line". Daily Mail. July 15, 2010. Retrieved August 14, 2013. 
  8. ^ "Move over, Taylor Momsen! Kelly Osbourne replaces Gossip Girl star as face of Madonna's Material Girl line". Daily Mail. January 25, 2011. Retrieved August 14, 2013. 
  9. ^ "Madonna's 'Material Girl' Trademark Claim Rejected by Judge". Billboard. September 7, 2011. Retrieved August 14, 2013. 
  10. ^ "FIRST LOOK / MDG / MADONNA SUNGLASSES for DOLCE & GABBANA". Ohlala Magazine. March 17, 2010. Retrieved August 14, 2013. 
  11. ^ a b Morewetz, Kate (November 21, 2011). "Madonna's Truth Or Dare Perfume". The Huffington Post. Arianna Huffington. Retrieved December 24, 2011. 
  12. ^ "Madonna And MG Icon Announce The Launch of The "Truth or Dare by Madonna" Brand". Icon: Official Madonna website. Madonna.com. November 3, 2011. Retrieved December 5, 2011. 
  13. ^ 2012-03-12. "Madonna's New Dare". Women's Wear Daily. Fairchild Fashion Media. Retrieved March 12, 2012. 
  14. ^ Naughton, Julie; Born, Pete (November 3, 2011). "Madonna to Launch Second Lifestyle Brand". Women's Wear Daily (Fairchild Fashion Group). Retrieved December 24, 2011. 
  15. ^ DelliCarpini Jr., Gregory (December 23, 2011). "Hooked: Madonna's New Perfume Ad & Lady Gaga's Ponytail". Billboard. Prometheus Global Media. Retrieved December 24, 2011. 
  16. ^ 2011-12-23. "Madonna Stars in the Ad For Her New Perfume, Truth or Dare". Grazia. Arnoldo Mondadori Editore. Retrieved December 24, 2011. 
  17. ^ "Truth or Dare by Madonna: Naked". Truth or Dare by Madonna Official Website. Retrieved April 1, 2012. 
  18. ^ Rutherford, Kevin (February 14, 2014). "Madonna Premiering Skin Care Brand in Japan". Billboard. Prometheus Global Media. Retrieved February 14, 2014. 
  19. ^ Young, Katy (February 6, 2014). "#MDNASKIN: is this Madonna's new skincare line?". The Daily Telegraph. Retrieved February 12, 2014. 
  20. ^ "Beauty on the beat: Madonna's Instagram teaser". Emirates 24/7. February 7, 2014. Retrieved February 12, 2014. 
  21. ^ a b "MDNA SKIN Launches in Japan On February 12". Madonna.com. February 11, 2014. Retrieved February 14, 2014. 
  22. ^ Takahashi, Kanako (February 26, 2014). "First Look of Madonna’s Skincare Brand in Japan". Fashion Headline Japan. Retrieved March 11, 2014. 

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