NEW YORK — MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc., has revealed the Fall 2010 marketing campaign for its newly created junior brand Material Girl.
The multi-media marketing campaign featuring actress and musician Taylor Momsen will run nationwide in print, cinema, outdoor, online and in-store. The campaign was shot on the streets of Brooklyn, New York by famed photographer Tom Munro.
Momsen, who currently stars on The CW hit show Gossip Girl, and fronts the rock band, The Pretty Reckless, was recently revealed as the celebrity muse chosen by Madonna and her daughter, Lola.
"I'm psyched to be the face of Material Girl!" said the 17-year-old star. "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."
"Taylor has a cool sense of style that's unique and fits with the Material Girl look," added Madonna.
The Material Girl collection is designed in collaboration with Madonna and Lola, along with Iconix Brand Group's in-house fashion department. The collection will launch exclusively in select 200 Macy's stores across the country and on www.macys.com on Aug. 3 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. It will also 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?"
To celebrate the launch of Material Girl on Aug. 3, Momsen will perform live during a special appearance at Macy's Herald Square in New York. 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 p.m. 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 Sept. 22. 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."
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