American entertainer Madonna has produced five 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
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]
MDG
In March 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.[6] The collaboration generated headlines internationally.[7]
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".[6]
Material Girl
In August 2010, Madonna and her daughter, Lourdes Ciccone Leon, launched the teenage fashion brand Material Girl, named after her 1985 single of the same name.[8][9]
Sold exclusively at Macy's stores,[10] prior to the line, their 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]
The inaugural day drew crowds in New York City, as Madonna personally attended. Terry Lundgren, chairman of Macy's also recalled, "We've had 700 million Internet impressions since the collaboration was announced".
Truth or Dare by Madonna
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.[15] It was announced with a range of handbags, footwear, accessories, intimates and fragrances lines.[16] Madonna's target for the brand was women in the age range of 27–50.[15]
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".[17][18]
MDNA Skin
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.[26] 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.[27][28] 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. 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."[29]
Commercial reception
Sales and earnings
M by Madonna helped raise H&M's revenue in its first month,[36] and an estimated 15% during its first year.[37] The company stated: "The M by Madonna collection was present in all 1,300 stores and drove impressive revenue growth in the first 10 days after the launch. Notably the previous designer collections were typically only in 250 stores".[36] Billboard reported that Madonna earned $4 million, and at least collection's sales—which was broader than most— reached $20 million.[38] However, Pamela Church Gibson of the London College of Fashion wrote the clothes "were not particularly successful",[39]
See also
- Fashion of Madonna
- Madonna wannabe
- Madonna impersonator
- Madonna and business
External links
- Madonna.com, Madonna's official website
- MDNA Skin USA
Book sources
External links
- Pop Goes Madonna: H&M Launch Lures Fans Around the Globe — Women's Wear Daily
References
- Fred Attewill. Madonna designs H&M clothing range The Guardian, December 7, 2006, retrieved August 14, 2013^
- MG Icon LLC: Private Company Information Bloomberg, retrieved August 14, 2013^
- Mary Ellen Brown. Television and Women's Culture: The Politics of the Popular (page 100)