The new junior girl's clothing line, Material Girl, created by MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc. will launch on August 3 exclusively at Macy's stores across the country. It was announced yesterday that Madonna and 13-year-old daughter, Lola, who are very involved creatively in the Material Girl brand, will make a special appearance at Macy's Herald Square in New York to celebrate the launch on September 22.
Madonna's oldest child, Lourdes Leon, aka "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" at http://blog.materialgirlcollection.com/. A multi-media marketing campaign for Material Girl will feature actress and musician, Taylor Momsen, handpicked by Madonna and Lola. Momsen currently stars in The CW hit show, Gossip Girl and fronts the rock band, The Pretty Reckless. The fall campaign follows a highly successful teaser campaign asking the question, "Who's That Girl?"
The campaign was shot on the streets of Brooklyn, New York by famed photographer, Tom Munro.
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