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It is another new fashion line from the Queen of Pop. Madonna is set to launch her second "lifestyle brand" named Truth or Dare. Targeting the older customer (as oppose to her tween-aimed Material Girl line) Madge's new label is a joint project between the Iconix Brand Group Inc., Guy Oseary and herself.

Truth or Dare will focus on the 27-50 year-old female market and will launch next year. It will start off with a fragrance and accessories range, with shoes, handbags and lingerie slated to follow. Despite being approached numerous times in the past to create her own brand, Madonna says the timing has never been right until now.

"Over the past several years, I have been approached countless times to create my own brand," she said. "The timing is right and I have found great partners in Iconix, who can help translate my vision to reality."

In the meantime, Madonna and her daughter Lourdes are currently on the hunt for a new face to represent Material Girl. They are searching for a suitable replacement for Kelly Obsourne who fronted the label earlier this year.