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Material Girl Heads North to Canada

The juniors line will launch in Hudson's Bay Co. stores this spring.

Madonna is expanding the borderline of her Material Girl collection northward to Canada — the first of several new fashion initiatives expected from the pop icon in 2011.

The juniors line will launch in Hudson’s Bay Co. stores this spring, under a new license agreement between the Toronto-based retailer and MG Icon, the joint venture owned by Madonna, her manager Guy Oseary and Iconix Brand Group. A few key styles of Material Girl merchandise will hit 91 of Hudson’s Bay’s The Bay department stores this holiday, with a full rollout in the spring.

Material Girl — which is co-designed by Madonna’s daughter, Lourdes Leon — debuted exclusively in 200 Macy’s stores in the U.S. in August.

Lanie List, chief merchandising officer at Iconix Brand Group, said the Canadian venture is the first in a series of new partnerships set to be unveiled by MG Icon in the coming months. The new projects will join an existing sunglasses range produced in collaboration with Dolce & Gabbana under the MDG name.

Last month, Neil Cole, chairman and chief executive officer of Iconix told WWD that a lingerie line from Madonna, tentatively labeled Truth or Dare, is scheduled for a fall or holiday 2011 launch. “Truth or Dare” is the name of the 1991 documentary that chronicled Madonna’s Blonde Ambition world concert tour.

A Madonna-branded activewear label is also in the works but the name has not been finalized, added Cole. Madonna is known for her disciplined dedication to physical fitness and in October she and Oseary inked a deal with California-based New Evolution Ventures to open 11 gyms around the world under the Hard Candy Fitness brand. The first unit opened in Mexico City last month.