MG Icon, a joint venture between Madonna and Iconix Brand Group, has announced its Fall 2010 marketing campaign for its newly created junior brand Material Girl, available at Macy’s.
The multi-media marketing campaign features actress and musician, Taylor Momsen, and will appear nationwide (U.S.) in print, cinema, outdoor, online and in-store.
Momsen currently stars in The CW hit show, Gossip Girl and fronts the rock band, The Pretty Reckless.
“Taylor has a cool sense of style that’s unique and fits with the Material Girl look,” Madonna believes.
The collection will launch exclusively in select 200 Macy’s stores and on www.macys.com on August 3rd for the back-to-school season.
To support the launch, a national advertising campaign will appear in August and September issues of fashion, lifestyle and entertainment magazines such as Teen Vogue, Seventeen, Nylon and Cosmopolitan amongst others, be heavily integrated online and appear in cinemas throughout the summer.
The fall campaign follows a teaser campaign asking the question, “Who’s That Girl?” Taylor was recently revealed as the celebrity muse chosen by Madonna and Lola. The campaign was shot on the streets of Brooklyn, New York by photographer, Tom Munro.
Taylor Momsen stated, “A Material Girl can be anyone you want, it’s all about making the style your own, that’s what is cool about it.”
To celebrate the launch of Material Girl on August 3rd, Taylor Momsen will make a special appearance at Macy’s Herald Square in New York and perform live.
Lucky consumers and fans will be able to watch the acoustic performance in the junior department on the 4th floor and take photos with Momsen from 5-7 p.m.
Additionally, select Macy’s stores will host Madonna-esque in-store events to engage loyal fans and fashionistas nationwide.
Madonna and Lola, who are very involved creatively in the Material Girl brand, will make a special appearance at Macy’s Herald Square to celebrate the launch on September 22nd.
In addition, Lola meets regularly with the design teams to work on the collection and blogs frequently about her experiences on “Material World, a fashion blog for the Material Girl.”
You can visit http://blog.materialgirlcollection.com to read Lola’s entries.
The Material Girl collection is designed in collaboration with Madonna and her daughter Lola, along with Iconix Brand Group’s in-house fashion department.