Material Girl Unveils Spring Campaign

MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc., launched the Spring ’11 marketing campaign for Material Girl, the Macy’s-exclusive junior line. The multi-media campaign, which will include print ads in Teen Vogue and Seventeen, as well as outdoor and in-store collateral, features actress, musician and TV host Kelly Osbourne.

Creatively, the campaign references Madonna’s early days on the music scene. Shots were photographed in iconic New York City music venues and in studio, with a set inspired by the East Village of the 1980s.

MG Icon also recently announced the line’s expansion to Canada. The spring collection will be available exclusively in Canada at The Bay.