Madonna & Team Release “Material Girl” Campaign

A mother-daughter clothing line–such is the life of the celeb child. Madonna and her first born, Lola (Lourdes), have released the ads for the upcoming Macy’s junior brand, The Material Girl. The collection is the product of a joint venture between the queen of pop and Iconix Brand Group. The ads, shot by photographer Tom Munro, feature Gossip Girl actress Taylor Momsen, also a singer for the band The Pretty Reckless.

The line is set to launch exclusively at 200 Macy’s stores and at www.macys.com on August 3rd. The JV is placing ads in Teen Vogue, Seventeen, Nylon and Cosmopolitan among others, online and in movie theaters this summer. A quick glance shows the collection isn’t far from the punk-inspired looks dancer-turned entertainment mogul “M” sported in her early days in Gotham. A closer look reveals a continuation of current fashion trends, from skinny jeans to the ever shrinking hemline.

The group will kick off the launch with an appearance and performance by Momsen on August 3rd at Macy’s Herald Square in New York, on the 4th floor from 5-7 p.m. In the fall, Madonna and Lola will be at Macy’s Herald Square on September 22nd. Meanwhile, in the spirit of the media zeitgeist, Lola is blogging about the collection. Check it out at http://blog.materialgirlcollection.com.