Want to feel old? Madonna is launching a lifestyle brand aimed at an "older customer," starting with perfume and expanding to clothing, handbags and accessories, Women's Wear Daily reports.
The "Truth or Dare" brand (a nod to her racy documentary) is targeting women 25-35 with a focus on the 35-45 age group, which isn't exactly old, thank you very much. But the marketing strategy still makes Madonna seem like more of a fuddy-duddy than a fashion icon.
Madonna's signature scent, Truth or Dare by Madonna, will be a Macy's exclusive in the U.S., slated to hit store counters on March 26, according to WWD.
"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," Madonna, 53, told WWD. "Something classical and timeless and yet modern. My oldest memory of my mother is her perfume. I carry it with me everywhere."