Madonna and daughter debut ‘Material Girl’ marketing campaign
Madonna in partnership with Macy’s and her daughter Lourdes (also known as Lola) will launch a new marketing campaign called ‘MG+NYC’ this fall featuring Kelly Osbourne in the photo spreads. The multimedia marketing campaign will debut in the September issues of PEOPLE Stylewatch, Nylon, Seventeen, Teen Vogue and Cosmopolitan. They will also appear online and in-store at Macy’s.
“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.–ibtimes.com, photos courtesy of vainstyle.com, nymag.com and allieiswired.com