The Material Girl announces plans for a collection, to be called "Truth or Dare"

By Kate Hogan
Updated November 03, 2011 04:00 PM

Tony Lebron/Startraks

Move over, Material Girl: mama Madonna is breaking out on her own. The singer is launching her own lifestyle brand, Truth or Dare by Madonna, with a fragrance, accessories, footwear and intimates to follow.

“Over the past several years, I have been approached countless times to create my own brand,” Madonna tells WWD. Now, “the timing is right.”

Madonna’s brand will piggyback Material Girl, the highly successful line she launched with daughter Lourdes at Macy’s last year. Whereas Truth or Dare will target women 27 to 50 — and “showcases the duality of her image, a power icon intertwined with feminine beauty,” WWD reports — Material Girl caters to juniors.

“Lola did most of the work,” Madonna told PEOPLE last August of her daughter’s contribution to Material Girl. “I just kind of hung out in the background and went, ‘That’s nice,’ but she pretty much did all of the work. I was just overseeing it.”

Material Girl, which launched as a clothing line and counts Kelly Osbourne as its current face, expanded into beauty, outerwear and intimates earlier this year. Tell us: Would you buy clothing designed by Madonna?