MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc.announced its Fall 2010 marketing campaign for its newly created junior brand Material Girl, available exclusively at Macy's. The multi-media marketing campaign features actress and musician, Taylor Momsen, and will appear nationwide in print, cinema, outdoor, online and in-store. Momsen currently stars in The CW hit show, Gossip Girl and fronts the rock band, The Pretty Reckless.
Madonna stated, "Taylor has a cool sense of style that's unique and fits with the Material Girl look."
Taylor Momsen stated, "I'm psyched to be the face of Material Girl! 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." Momsen added, "A Material Girl can be anyone you want, it's all about making the style your own, that's what is cool about it."
The collection will launch exclusively in select 200 Macy's stores across the country and online on August 3rd 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 amongst others, be heavily integrated online and appear in cinemas throughout the summer.
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