Madonna, Iconix Brand Group and Macy’s Launch Material Girl Line

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
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 on
www.macys.com 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. The Fall
campaign follows a highly successful teaser campaign asking the question, “Who’s That Girl?”
Taylor was recently revealed as the celebrity muse chosen by Madonna and Lola. The campaign
was shot on the streets of Brooklyn, New York by famed photographer, Tom Munro.
To celebrate the launch of Material Girl on August 3rd, Taylor Momsen will make a special
appearance at Macy’s Herald Square in New York and perform live. Lucky consumers and fans
will be able to watch the acoustic performance in the junior department on the 4th floor and take
photos with Momsen from 5-7 pm. Additionally, select Macy’s stores across the country will host
Madonna-esque in-store events to engage loyal fans and fashionistas nationwide.
Madonna and Lola, who are very involved creatively in the Material Girl brand, will make a
special appearance at Macy’s Herald Square to celebrate the launch on September 22nd. In
addition, 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.” Visit
http://blog.materialgirlcollection.com to read Lola’s entries.