(Filed Under wholesale Lingerie News). “Truth or Dare by Madonna” lingerie is already selling well on Macys.com according to an industry source and will soon be available at Lord and Taylor. The brand is licensed to Vandale Industries, Inc. by Iconix Brand Group, Inc., and, as currently shown on Macys.com, includes about two dozen styles of intimates.

According to the Iconix web site, “Truth or Dare was created by Iconix and the one and only Madonna,” and was launched as a perfume brand in the spring “followed by footwear, handbags, intimates and jewelry in the fall.” The brand, as described by its creator, “targets the confident, seductive and modern side of every woman...The Truth or Dare woman is confident, sexy and modern. The truth is in her confidence; the dare is in her style.” Iconix says the customer is “a 27-50 year old woman [who] does not wish to be defined by age. she knows that a confident woman has sex appeal at any age. She may build her wardrobe around staple items, but she dresses it up with sexy shoes, handbags, and jewelry, and always has flattering intimates underneath it all.’

Prices for the new collection at Macy’s range from $12 (or three for $30) for the “Truth or Dare by Madonna” boy short, available in S,M,L in black on up to the “Firm Control Breathtaking Mold Cup Slip” at $50. The slip is black with panels of leopard print fabric on the torso and breasts and “provides firm control and features under wire contour cups that feel so satiny smooth. The elastic hem prevents it from riding up.” Three cup sizes are available 32, 34, 36 and the piece comes with djustable straps with golden hardware and double back hook-and-eye closure.

The “Undeniable Racerback Bra” is $38 and comes in red, with cup sizes ranging from 32B to 36D. The nylon and spandex “Seductive Beauty Racerback Bodysuit” in the collection “is made of all-over lace and features racerback detailing,” comes in S, M and L and retails for $28.

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Published 12-20-2012 by Nick Monjo