Madonna and Daughter Lola with Material Girl

MG Icon, a joint venture between Iconix Brand Group and Madonna, in partnership with Macy’s announced today it will continue its association with actress and television personality Kelly Osbourne for the fall 2011 Material Girl marketing campaign titled, “MG + NYC.”

The multi-media marketing campaign will debut in September issues of fashion and lifestyle magazines such as PEOPLE StyleWatch, Nylon, Seventeen, Teen Vogue and Cosmopolitan as well as online, outdoor, in-store and in Macy’s marketing collateral.

“We have both enjoyed working with Kelly and are thrilled to have her on board for the launch of the Fall 2011 collection,” commented Madonna and her daughter Lola.

“I’m really enjoying being the face of Material Girl. I love being part of a brand for girls and having the opportunity to work with Lola who has an amazing fashion instinct. Added to that is the fact that Madonna has been a big influence on my style over the years,” stated Kelly Osbourne.

The campaign creative represents the quintessential New York City scene with Osbourne being photographed for a series of print ads in Times Square, Rockefeller Plaza, Soho, the West Village, Little Italy and Chinatown.

The background includes the world famous Empire State Building, as well as a more playful feel with Osbourne on top of a double-decker tourist bus riding down Fifth Avenue.

In addition to appearing in the campaign, Osbourne will make personal appearances on behalf of Material Girl brand at Macy’s.

Material Girl is a fast-fashion junior collection inspired and designed in collaboration with Madonna and her daughter Lola, along with Iconix Brand Group’s in-house fashion department.

RMN News

Rakesh Raman