Kelly Osbourne is the New Face of the Material Girl Brand

Posted on February 23, 2011

Kelly Osbourne Material Girl Campaign


MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc. unveiled its spring 2011 marketing campaign for its Material Girl brand featuring Kelly Osbourne. She replaces Taylor Momsen who was the face of the launch campaign for the Material Girl brand.

Kelly Osbourne Material Girl Campaign


The campaign harks back to Madonna's roots in the East Village of New York City and was shot at the iconic venues Lit Lounge and Mars Bar. Kelly Osbourne poses against graffiti-covered walls, standing on the bar and on the streets of the East Village. The set was inspired by the East Village of the 1980s with chain link fences and iconic images. The campaign was photographed by fashion photographer Brooke Nipar.

Madonna says, "Kelly represents a true Material Girl. She is edgy, cool and has a unique sense of style that Lola and I love."

Kelly Osbourne Material Girl Campaign


Kelly Osbourne says, "It's such an honor to be a part of this campaign and it was an amazing experience to work with Madonna and Lola. Material Girl is incredible because it's high fashion but it's also accessible to anyone who shops at Macy's. I take so much of my style from Madonna in the 80s and I really admire how Lola dresses and that she stays true to herself."

Kelly Osbourne Material Girl Campaign


Photos: MG Icon