Madonna and Iconix Brand Group’s MG Icon Unveil the New Material Girl Marketing Campaign Featuring Kelly Osbourne
NEW YORK, Feb. 23, 2011 /PRNewswire/ — MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc. (Nasdaq: ICON) unveiled today its spring 2011 marketing campaign for its Material Girl brand featuring actress, television host and musician, Kelly Osbourne. Material Girl is available exclusively at Macy’s and macys.com in the United States. The multi-media campaign will debut in April issues of fashion and lifestyle magazines such as Seventeen, Teen Vogue and Cosmopolitan as well as outdoor, cinema, in-store at Macy’s, in Macy’s marketing collateral and online.
Madonna commented, “Kelly represents a true Material Girl. She is edgy, cool and has a unique sense of style that Lola and I love.”
“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,” stated Kelly Osbourne. Commenting on her style, Osbourne added, “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.”
The campaign creative 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. Osbourne poses against graffiti-covered walls, standing on the bar and on the streets of the East Village. Additional campaign images were photographed at Bathhouse Studios in New York. 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. The creative was conceived by the Iconix in-house marketing team.
Dari Marder, chief marketing officer, Iconix Brand Group, stated, “Kelly Osbourne plus Madonna plus Lola equals an incredible new marketing campaign for Material Girl. We are excited to be able to follow up on the successful launch of Material Girl with a fresh new campaign that is a true nod to Madonna’s East Village roots, and Kelly fills the role perfectly.”
“Material Girl has been a big hit with our teen customer who wants trend and fun fashion at an accessible price,” said Martine Reardon, EVP of marketing, Macy’s. “Now, with the introduction of Kelly Osbourne as the new Material Girl for Macy’s, the customer will see great Material Girl fashion inspiration come to life on one of Hollywood’s hottest young fashion elite.”
Osbourne will make personal appearances on behalf of Material Girl. The campaign follows the highly successful Material Girl launch campaign with actress and musician Taylor Momsen. To stay up to date with the latest news from Material Girl follow @MaterialGirlCol on Twitter and become a fan of Material Girl on Facebook at www.facebook.com/materialgirlcollection.
Material Girl is a fast-fashion junior collection featuring apparel, accessories and footwear designed in collaboration with Madonna and her daughter Lola, along with Iconix Brand Group’s in-house fashion department.
In related news, MG Icon recently announced the international expansion of the Material Girl brand with a launch this spring in Canada at The Bay. Material Girl collection will be exclusively available in Canada at The Bay and www.thebay.com. Material Girl spokesperson, Kelly Osbourne will make a special appearance to celebrate the launch at The Bay later this spring.
If you are a member of the media, please visit: www.magicbulletmedia.com/MNR/KellyOsbourneMaterialGirl for downloadable video and photos.
About Iconix Brand Group, Inc: Iconix Brand Group, Inc. owns, licenses and markets a growing portfolio of consumer brands including CANDIE’S (R), BONGO (R), BADGLEY MISCHKA (R), JOE BOXER (R) RAMPAGE (R) MUDD (R), LONDON FOG (R), MOSSIMO (R) OCEAN PACIFIC(R), DANSKIN (R) ROCA WEAR(R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R) and WAVERLY (R). In addition, Iconix owns an interest in the ARTFUL DODGER (R), ED HARDY (R), ECKO (R), MARC ECKO (R), ZOO YORK (R), MATERIAL GIRL(TM) and PEANUTS (R) brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and worldwide. Through its in-house business development, merchandising, advertising and public relations departments Iconix manages its brands to drive greater consumer awareness and equity.
About Macy’s: Macy’s, the largest retail brand of Macy’s, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy’s stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy’s is known for such epic events as Macy’s 4th of July FireworksÃ‚® and the Macy’s Thanksgiving Day ParadeÃ‚®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy’s helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.
For Macy’s media materials, images and contacts, please visit our online pressroom at www.macys.com/pressroom.
About Madonna: Madonna, a multi-Grammy winning artist, cultural icon, Rock and Roll Hall of Fame inductee, director, producer, documentarian, children’s book author, video visionary and humanitarian has sold over 200 million albums in the course of her unparalleled career in the entertainment business. Her recent “Sticky and Sweet” Tour was the most successful concert tour by a solo artist in history.
Contacts: Iconix Maria Dolgetta email@example.com 212.819.2084 Macy's Holly Thomas Holly.Thomas@macys.com 646.429.5250 Madonna Liz Rosenberg Liz Rosenberg Media 212.991.4290
SOURCE Iconix Brand Group, Inc.