New York—It’s surprising only in the sense that it didn’t happen earlier. Pop queen Madonna, who has spawned millions of fashion imitators in her (gasp!) three-decade reign, is finally cashing in on her name with a joint venture geared for fashion projects, a teen fashion line with 13-year-old daughter Lourdes (talk about Madonna and Child!) and a capsule eyewear collaboration with Dolce & Gabbana.
The mother-daughter line is aptly called Material Girl and is starting off as a junior brand featuring clothing, footwear, handbags and jewelry. A fragrance is reportedly in the works as well.
The company behind all this is MG Icon LLC, a joint venture owned 50% by Iconix Brand Group and 50% by a company owned by Madonna and her manager Guy Oseary (get it? M for Madonna and G for Guy).
This is just the beginning. Material Girl will debut at Macy’s, but MG Icon LLC has its sights on bigger things, such as co-branded deals. Iconix has numerous other brands in its stable (including Badgley Mischka, Mossimo and Ed Hardy), so who knows what other fashion collaborations Madonna has up her fashion-forward sleeve?
In related news, Madonna has turned her friendship with Domenico Dolce and Stefano Gabbana into a sunwear capsule collection for the designer line, manufactured by Luxottica and part of her MG Icon company. The line is set to go on sale at Dolce & Gabbana stores and the Sunglass Hut chain (which is owned by Luxottica). The logo will read MDG and the movie-star styled ads will feature who else but the Material Girl herself. Coming to a billboard near you.