MG Icon, a joint venture among Iconix Brand Group, Madonna and Guy Oseary has announced its spring 2012 marketing initiatives for the Material Girl brand, which is available exclusively at Macy’s in the United States and The Bay in Canada.
The brand’s advertising campaign will take on a new direction for spring by hosting nationwide casting calls for the next “Lucky Stars” to appear in the national marketing campaign.
The “Lucky Stars” model search will launch on Wednesday, November 2nd at Macy’s Herald Square in New York and will culminate on November 21st online at www.materialgirlcollection.com.
A celebrity-driven panel of judges, led by current Material Girl spokesperson Kelly Osbourne, will be searching the country to find the next Material Girls. “Lucky Stars” casting calls will be held at five of Macy’s flagship locations in the United States including:
- Herald Square, New York – Wednesday, November 2 at 5:00 p.m.
- Dadeland, Miami – Friday, November 4 at 6:00 p.m.
- State Street, Chicago – Tuesday, November 8 at 5:30 p.m.
- Union Square, San Francisco – Saturday, November 12 at 2:00 p.m.
- Beverly Center, Los Angeles – Saturday, November 19 at 2:00 p.m.
Madonna and daughter Lola commented, “This is not your standard model search. It’s more about attitude. We are looking for a stylish, adventurous, creative, free spirit. We’re both looking forward to meeting the ten finalists in New York in December.”
“There is a material girl inside of every girl. She is brave and confident in herself and what she aspires to be,” commented Kelly Osbourne.
Material Girl contestants should bring a photograph of themselves and be prepared to tell the Material Girl judging panel why they should be the next Material Girl.
Contestants can also upload their photograph to www.materialgirlcollection.com and explain in 100 words or less why they should be selected as one of Material Girl’s “Lucky Stars.”