Madonna Unveils the New Material Girl

MG Icon, a joint venture between Madonna and Iconix Brand Group, has unveiled its spring 2011 marketing campaign for its Material Girl brand featuring actress, television host and musician, Kelly Osbourne.

Material Girl is available exclusively at Macy’s and macys.com in the United States. The multi-media campaign will debut in April issues of fashion and lifestyle magazines such as Seventeen, Teen Vogue and Cosmopolitan as well as outdoor, cinema, in-store at Macy’s, in Macy’s marketing collateral and online.

Madonna commented, “Kelly represents a true Material Girl. She is edgy, cool and has a unique sense of style that Lola and I love.”

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“It’s such an honor to be a part of this campaign and it was an amazing experience to work with Madonna and Lola. Material Girl is incredible because it’s high fashion but it’s also accessible to anyone who shops at Macy’s,” stated Kelly Osbourne.

Commenting on her style, Osbourne added, “I take so much of my style from Madonna in the 80s and I really admire how Lola dresses and that she stays true to herself.”

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The campaign creative harks back to Madonna’s roots in the East Village of New York City and was shot at the iconic venues Lit Lounge and Mars Bar. 

Osbourne poses against graffiti-covered walls, standing on the bar and on the streets of the East Village. 

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Additional campaign images were photographed at Bathhouse Studios in New York. The set was inspired by the East Village of the 1980s with chain link fences and iconic images. 

The campaign was photographed by fashion photographer Brooke Nipar. The creative was conceived by the Iconix in-house marketing team.

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

The announcement was made Wednesday, Feb. 23.

RMN News

Rakesh Raman