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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."
“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.”
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. 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.
Dari Marder, chief marketing officer, Iconix Brand Group, stated, "Kelly Osbourne plus Madonna plus Lola equals an incredible new marketing campaign for Material Girl. We are excited to be able to follow up on the successful launch of Material Girl with a fresh new campaign that is a true nod to Madonna's East Village roots, and Kelly fills the role perfectly."
"Material Girl has been a big hit with our teen customer who wants trend and fun fashion at an accessible price," said Martine Reardon, EVP of marketing, Macy's. "Now, with the introduction of Kelly Osbourne as the new Material Girl for Macy's, the customer will see great Material Girl fashion inspiration come to life on one of Hollywood's hottest young fashion elite."
Osbourne will make personal appearances on behalf of Material Girl. The campaign follows the highly successful Material Girl launch campaign with actress and musician Taylor Momsen. To stay up to date with the latest news from Material Girl follow @MaterialGirlCol on Twitter and become a fan of Material Girl on Facebook at www.facebook.com/materialgirlcollection.
