Material Girl to Launch Fall Advertising Blitz Featuring Kelly Osbourne

Material Girl, the juniors label started by the original material girl, Madonna and her daughter Lourdes Leon, is planning for a fall advertising campaign that is going to be hard to miss. The company will be buying advertising space in multiple magazines including People StyleWatch, Seventeen, Teen Vogue and Cosmo as well as high profile billboards in Herald Square and Times Square. Madonna revealed yesterday that the star for this ambitious fall campaign is none other than second generation rocker Kelly Osbourne.

Courtesy photos that were released yesterday by Material Girl show Osbourne sporting the label’s newest additionos t its punk-rock  glam styles in iconic New York City locals such as SoHo, Times Square, Washington Square Park and atop 30 Rockefeller Center, aka The Top of The Rock. The campaign was shot by Brooke Nipar who has prior experience working with both Osbourne and Material Girl and is clearly designed to reinforce the association between the brand and the big apple.  “Material Girl is so connected to New York, and we wanted to shoot in different locations that expressed the different sides of the Material Girl customer” said Dari Marder, chief marketing officer at Iconix Brand Group, the firm that partnered with Madonna to bring the Material Girl label to Macy’s.

Macy’s currently enjoys exclusivity with Material Girl and considering that the line was one of the best performing launches for the department store over the past year, that exclusivity agreement is probably not going to change anytime soon. Martine Reardon, executive vice president of marketing and advertising for Macy’s indicated that the line, which was originally released in 200 stores nationwide will be expanding into more than 300 Macy’s locations by the beginning of the fall season. “We have seen a new customer come into Macy’s for this collection, and the goal is to continue to grow it within our stores,” said Reardon.

Leave a Reply

You can use these HTML tags

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>