Ciccone Collection makes its debut today at London Fashion Week with styles like 3-D rain boots and experimental wingtip shoes. The brand, endorsed by a Slovakian company called Novesta, will eventually expand to include clothing, accessories, and home good lines, and “eventually our own hotel,” Ciccone told WWD. “I have much bigger plans for it.”

The 51-year-old entrepreneur’s collection will serve as just another way for Ciccone to be identified as his own person, rather than “Madonna’s brother.” Of being associated with Madge rather than as an individual for most of his life, Ciccone said, “It is a fact and it’s not a problem for me. I can’t control the world,” however he has expressed his desire to be recognized for his own work and not just as a mere sidekick.
In order to do that though, he knows he has a large audience to impress. “I’m nervous, I’m excited,” Ciccone said about his footwear line that will range in price from $200 to $250. “I’m preparing myself to be exposed, and I’m hoping that people will be gentle.”