Madonna & Daughter Lola Debut New Material Girl Marketing Campaign Featuring Kelly Osbourne
NEW YORK, June 29, 2011 /PRNewswire/ — MG Icon, the joint venture between Iconix Brand Group, Inc. (Nasdaq: ICON) and Madonna, in partnership with Macy’s announced today it will continue its association with actress and television personality Kelly Osbourne for the fall 2011 Material Girl marketing campaign titled, “MG + NYC.” The multi-media marketing campaign will debut in September issues of fashion and lifestyle magazines such as PEOPLE StyleWatch, Nylon, Seventeen, Teen Vogue and Cosmopolitan as well as online, outdoor, in-store and in Macy’s marketing collateral.
“We have both enjoyed working with Kelly and are thrilled to have her on board for the launch of the Fall 2011 collection,” commented Madonna and her daughter Lola.
“I’m really enjoying being the face of Material Girl. I love being part of a brand for girls and having the opportunity to work with Lola who has an amazing fashion instinct. Added to that is the fact that Madonna has been a big influence on my style over the years,” stated Kelly Osbourne.
The campaign creative represents the quintessential New York City scene with Osbourne being photographed for a series of print ads in Times Square, Rockefeller Plaza, Soho, the West Village, Little Italy and Chinatown. The background includes the world famous Empire State Building, as well as a more playful feel with Osbourne on top of a double-decker tourist bus riding down Fifth Avenue.
Dari Marder, chief marketing officer, Iconix Brand Group, commented, “Kelly has been an amazing partner for Material Girl; she has truly embraced the brand and our consumers have reciprocated.” Marder added, “The essence of Material Girl is all about your own personal style and individuality. The new fall campaign, ‘MG+NYC’ reflects all the different sides of our Material Girl, from uptown to downtown.”
“Today’s ‘Material Girl’ really relates to the fashion independence and individuality of Kelly Osbourne,” said Martine Reardon, executive vice president of marketing and advertising, Macy’s. “We are so excited to continue with Kelly for the fall season, as we look to bring fresh fashion and inspiration to our new generation ‘Material Girl.’”
In addition to appearing in the campaign, Osbourne will make personal appearances on behalf of Material Girl brand at Macy’s.
Material Girl is a fast-fashion junior collection inspired and designed in collaboration with Madonna and her daughter Lola, along with Iconix Brand Group’s in-house fashion department. To stay up to date with the latest news from Material Girl, follow @MaterialGirlCol on Twitter and use the hash tag #MGNYC. Become a fan of Material Girl on Facebook at www.facebook.com/materialgirlcollection.
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 firstname.lastname@example.org 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.