The face of Material Girl
MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc. announced its Fall 2010 marketing campaign for its newly created junior brand Material Girl, available exclusively at Macy‘s. The multi-media marketing campaign features actress and musician, Taylor Momsen, and will appear nationwide in print, cinema, outdoor, online and in-store. Momsen currently stars in The CW hit show, Gossip Girl and fronts the rock band, The Pretty Reckless.
Madonna stated, “Taylor has a cool sense of style that’s unique and fits with the Material Girl look.”
Taylor Momsen stated, “I’m psyched to be the face of Material Girl! For one, it’s Madonna so you know it’s gonna be cool and working with Madonna and Lola has been an unbelievable experience. They have such great sense of style, each brought their personal touch to the styling for the campaign.” Momsen added, “A Material Girl can be anyone you want, it’s all about making the style your own, that’s what is cool about it.”
The collection will launch exclusively in select 200 Macy’s stores across the country and on www.macys.com on August 3rd for the back-to-school season. To support the launch, a national advertising campaign will appear in August and September issues of fashion, lifestyle and entertainment magazines such as Teen Vogue, Seventeen, Nylon and Cosmopolitan amongst others, be heavily integrated online and appear in cinemas throughout the summer.
The Fall campaign follows a highly successful teaser campaign asking the question, “Who’s That Girl?” Taylor was recently revealed as the celebrity muse chosen by Madonna and Lola. The campaign was shot on the streets of Brooklyn, New York by famed photographer, Tom Munro.
To celebrate the launch of Material Girl on August 3rd, Taylor Momsen will make a special appearance at Macy’s Herald Square in New York and perform live. Lucky consumers and fans will be able to watch the acoustic performance in the junior department on the 4th floor and take photos with Momsen from 5-7 pm. Additionally, select Macy’s stores across the country will host Madonna-esque in-store events to engage loyal fans and fashionistas nationwide.
Madonna and Lola, who are very involved creatively in the Material Girl brand, will make a special appearance at Macy’s Herald Square to celebrate the launch on September 22nd. In addition, Lola meets regularly with the design teams to work on the collection and blogs frequently about her experiences on “Material World, a fashion blog for the Material Girl.”
Visit blog.materialgirlcollection.com to read Lola’s entries.
Dari Marder, chief marketing officer, Iconix Brand Group, Inc., commented, “Taylor is a Material Girl, she has the ability to carry off numerous looks- edgy, rocker, flirty – which is exactly what the brand represents. It’s all about expressing your own individual style.” Marder added, “Madonna and Lola were very involved in the creative process, from choosing Taylor and suggesting photographers, to attending the photo shoot and working closely together on set,
ensuring the looks were styled perfectly.”
Martine Reardon, executive vice president of marketing, Macy’s, stated, “The star power of this line-up is remarkable — fashion designed with Madonna and Lola, a trend-setting celebrity like Taylor as the muse, and an iconic brand like Macy’s as the exclusive retailer. The ‘Material Girl’ teaser campaign has created great buzz about the launch of this brand, and we are excited to unveil the full effort as we gear up for the official launch on August 3rd.”
The Material Girl collection is designed in collaboration with Madonna and her daughter Lola, along with Iconix Brand Group’s in-house fashion department.
