Today’s announcement of 19-year-old pop phenom Pia Mia, whose full name is Pia Mia Perez, as Material Girl’s new fashion director follows a string of other beautiful young up-and-comers who have fronted for the brand. On-the-verge singers Zendaya, Rita Ora and Taylor Momsen, the “Gossip Girl” star-turned-Pretty Reckless rocker, have all been Material Girls. So have famous offspring Kelly Osbourne, Georgia May Jagger and Sofia Richie.
The original Material Girl’s firstborn daughter Lourdes Leon, 19, was the first inspiration for the line, formed in 2010 in a partnership with Iconix Brand Group, Madonna and her longtime manager Guy Oseary.
As the brand’s first fashion director as well as the face of its campaigns starting with fall 2016, Perez will offer her input on styling and how to mix-and-match pieces for all the visuals. The first ads, set to debut in July timed to back-to-school season, feature her in dresses, lingerie, workout gear and accessories, all shot against the colorful backdrop of the kitschy Madonna Inn in San Luis Obispo, Calif.
“It was in the perfect place,” she said. “It was my first time getting to pick the outfits, location, photographer and stylist to assist me. Just being able to watch eve unfold was my favorite part. Even the unedited pictures look so dope.”
Perez said she’s been wearing the line since it debuted (and she was just 13 years old). “I’m superexcited to share this with my fans,” said Perez, who has four million Instagram followers and more than 500,000 views for her Snapchat posts. “I’ll probably be gushing about it on Snap before all my other socials.”