Madonna is known for being a savvy businesswoman and that was clear last month when she replaced Kelly Osbourne with Georgia May Jagger to front her Material Girl line. While Kelly's campaign worked, at 20 years-old Jagger's following is completely in line with the teenage demographic that the line appeals to and today, the first image from the new campaign is out.
In the shot, the young model appears wearing a little floral dress sitting on a box of backstage equipment and it works. The outfit is age appropriate and actually looks like something she would wear and besides, being the daughter of a Rolling Stone means that the backstage backdrop was a natural one. 'I had so much fun shooting his campaign,' Jagger said. 'I spend a lot of my childhood backstage hanging out around amps. That was where we chilled when we were younger. So this shoot brought back a lot of memories.'
After Taylor Momsen was dropped from Madonna's 'Material Girl' line at Macy's, Kelly Osbourne was brought on board to front the campaign and now her first ads for the line have finally been released. Although Momsen's partnership on the line made sense, the campaign confirms that Osbourne was the perfect replacement.
As we confirmed on Twitter yesterday, Kelly Osbourne has replacedTaylor Momsen as the face of the Madonna and Lourdes' Material Girl line. Although neither party has confirmed the reason for the split, it was hardly a surprise after Momsen was dropped from IMG late last year.
The news of Osbourne's appointment was announced on the Material Girl twitter yesterday and then on their blog. “We’ve had a long time crush on Kelly and featured her as one of our “cool peeps” over the summer,” the blog reads, “We are so thrilled.” And Kelly is as pleased about the deal saying, “to be thought of as an inspiration in that way is brilliant… I hope little girls look up to Lourdes because she doesn’t dress too grown up and she always looks so stylish."
A notice was placed on the line's official website this week promoting their search reading, “Living in a material world and we need material girls. Looking for the hottest girl on the scene, she is never afraid.” Fans of the line are encouraged to submit their votes on who should be the next star of the campaign.
Could the change have anything to do with Momsen being dropped by IMG? Thus far neither party has commented on the 'Gossip Girl' star's departure from the brand.
When WWD hinted that the surprise face of Madonna's new line, 'Material Girl' was to be a young starlet, who starts "on a hit teen drama series and is known for her frayed, rocker-tinged style off-screen," it became fairly obvious who the singer had chosen to represent her brand. So it comes as no shock that Gossip Girl star and front-girl for rock band The Reckless, Taylor Momsen was announced as the face of her latest range.
In keeping with Momsen's rocker look, the junior collection is said to mix the fierce and the feminine, colliding studded leathers and floral prints. Available only at Macy's, we have to say that the teen rock look the advert goes for looks familiar - anyone remember Christina Aguilera in her Xtina, dirtier days?
Whilst MTV's new Style site might be a PR vehicle in disguise for the likes of The City and The Hills, there's still some fairly interesting reads to be found.
Check out Ed Westwick's opinion on Speedos for summer, sketches from Madonna and Lourdes' new line, Material Girl, and meet the designer behind Lady Gaga's latest insane heels. The site also features the words of an alum from The Cut, Sharon Clott. Check it out here.
When Madonna collaborated with H&M to design a high-street capsule for the chain, we wondered if that was the last we'd see of Madonna the designer. According to WWD, the material girl is soon set to release a clothing line for Macy's that will be developed with the help of Iconix. The licensees (Iconix) currently boast a portfolio that includes Rocawear, Candie's and Badgely Mischka, amongst others, and can consider the licensing of Madonna's apparel line, rumoured to be named Material Girl, as a real coup - provided the line actually goes into production.