Madonna & Daughter Lola Debut New Material Girl Marketing Campaign Featuring Kelly Osbourne

Material Girl and Macy's Launch Back-To-School Marketing Campaign

Madonna along with her daughter Lola unveils the new Fall 2011 marketing campaign for their junior brand, Material Girl starring Kelly Osbourne. The campaign creative represents the quintessential New York City scene with Osbourne photographed in Times Square, Rockefeller Plaza, Soho, the West Village, Little Italy and Chinatown. Material Girl is exclusively available at Macy's and macys.com. (PRNewsFoto/Iconix Brand Group, Inc.)

 

NEW YORK, June 29, 2011 -- MG Icon, the joint venture between Iconix Brand Group, Inc. (Nasdaq: ICON) 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.
Dari Marder, chief marketing officer, Iconix Brand Group, commented, "Kelly has been an amazing partner for Material Girl; she has truly embraced the brand and our consumers have reciprocated."  Marder added, "The essence of Material Girl is all about your own personal style and individuality. The new fall campaign, 'MG+NYC' reflects all the different sides of our Material Girl, from uptown to downtown."  
"Today's 'Material Girl' really relates to the fashion independence and individuality of Kelly Osbourne," said Martine Reardon, executive vice president of marketing and advertising, Macy's. "We are so excited to continue with Kelly for the fall season, as we look to bring fresh fashion and inspiration to our new generation 'Material Girl.'"
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. To stay up to date with the latest news from Material Girl, follow @MaterialGirlCol on Twitter and use the hash tag #MGNYC. Become a fan of Material Girl on Facebook at www.facebook.com/materialgirlcollection.