MATERIAL GIRL ON TOUR: In a shrewd bit of synergy, Madonna is promoting her global MDNA concert tour in the new campaign for her Material Girl juniors line at Macy’s. The fall advertisements feature rock ’n’ roll scion Georgia May Jagger as the ultimate VIP guest at the tour, posing both backstage and onstage at a Madonna concert. The scenes were shot during an actual MDNA rehearsal in May at the Nassau Coliseum on Long Island, where Madonna prepped for the tour, which kicked off in Tel Aviv on May 31.
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“I spent a lot of my childhood backstage hanging out around amps,” said Jagger, the 20-year-old daughter of Mick Jagger and Jerry Hall. “That was where we chilled when we were younger. So this photo shoot brought back a lot of memories.”
This story first appeared in the July 3, 2012 issue of WWD. Subscribe Today.
The campaign breaks in August issues of magazines including Seventeen, Teen Vogue, People StyleWatch and Cosmopolitan, as well as online, outdoor and in collateral marketing materials. Jagger will make personal appearances at Macy’s stores this fall on behalf of Material Girl, which is a venture between Madonna and Iconix Brand Group.
“We think Georgia May has great style and perfectly captures the Material Girl fall line,” said Madonna.
The brand, which includes apparel, lingerie, shoes and beauty products, will give away pit tickets to the MDNA tour at its U.S. stops via a national sweepstakes. A Material Girl brand correspondent, Briana Herrera — a runner-up in last year’s “Lucky Star” model search — will write about the concert tour on the Material Girl blog headed up by Madonna’s 15-year-old daughter, Lola, who serves as a public face of the youthful brand.
“Georgia is a natural beauty with rock ’n’ roll in her genes. She could not be a more natural fit for Material Girl,” said Dari Marder, chief marketing officer at Iconix.