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Madonna plots a multitude of fashion ventures with new partner Iconix

March 15, 2010 |  5:08 am

Madonna at New York Fashion Week, 2009

Madonna, it turns out, is still looking to dress us up in her love. The pop icon has formed a joint venture with brand management firm Iconix to develop an avalanche of fashion projects.

Called MG Icon LLC, the venture will include a juniors line called Material Girl (launching at Macy’s in August) and a co-branded eyewear collection, reports Women's Wear Daily.

Along with creating brands, MG Icon will acquire existing labels and explore Madge-ready opportunities within the portfolio of 21 brands that Iconix and its other joint ventures already own. The joint venture will be 50% owned by Iconix and 50% by Madonna and her longtime manager, Guy Oseary (the "G" in MG).

Madonna at the 1985 American Music Awards

The Material Girl line will launch in 200 Macy's stores and on in time for the back-to-school season, Jeff Gennette, chief merchandising officer at Macy’s Inc., told WWD.  “We see a huge opportunity for us in this space for a fast-fashion line with great price points. We have not done a lifestyle line in juniors before, and Madonna is a multi-generational icon.”

There's no doubt that Madonna is an icon, and she gets full props from me on being a style icon in the '80s and '90s. But my feeling is that her fashion cachet isn't what it used to be. Remember all that Ed Hardy she wore a couple of years back? And those Louis Vuitton bunny ears? Eesh.

What do you think? Does Madge still have the style credibility to sell us clothes?

-- Emili Vesilind

Top photo: Madonna attends the Marc Jacobs spring 2010 collection during fashion week in New York. Credit: Peter Kramer / Associated Press

Bottom photo: At the 1985 American Music Awards. Credit: Jose Galvez / Los Angeles Times