Madonna models her MDG's in the new ad

Madonna Flexes Her Name with Fashion Launches

In Marketing, What's New, People by Accessories Staff

Madonna models her MDG's in the new ad

Madonna models her MDG's in the new ad

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.

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