Pia Mia will make her official debut as fashion director and campaign face of Madonna’s Material Girl line today as MG Icon, the joint venture between Iconix Brand Group Inc., Guy Oseary and Madonna unveils the brand’s first ads for fall 2016. WWD first reported that Guam native Pia Mia Perez, the YouTuber and recording artist, had been tapped for the new post in April.
The ad images were shot by Solmaz Saberi and styled by Perez at the kitschy Madonna Inn in San Luis Obispo, Calif. The collection will be available this week exclusively at Macy’s and macys.com in time for back-to-school shopping.
Also making its debut today is the first episode of the original StyleHaul docuseries on Perez, which follows her journey in Los Angeles and New York, both personally and professionally. Each episode will be shoppable and include a link to “Pia’s Picks,” a collection of her favorite Material Girl items available on Macy’s e-commerce site.
Perez noted, “To be associated with the icon and legend that [Madonna] is, is a true honor. I love being a part of something Madonna created.” The petite fashionista infused her personal style into the images by pairing the newest Material Girl silhouettes with her signature fishnet tights and bandana, accessorized with a sparkly custom tooth grill.
“Working with Material Girl has been an opportunity to be involved in all aspects of the line, helping to formulate a direction and a vibe, to have my voice heard and my vision seen. For the fall campaign, I styled and accessorized the collection, chose the photographer and decided which rooms at the Madonna Inn to utilize for which outfits. It’s important to me for everything I do to be true to who I am and I feel like this campaign is definitely that,” Perez said.
The six ads run the gamut of the juniors fall trends. In one look, the singer wears a gray knit baby doll dress with mary janes and socks; in another, a bodysuit paired with a grommet hemmed denim skirt. The starlet was also photographed in the Material Girl Active collection on a pink and blue tennis court. Material Girl, Pia Mia and StyleHaul combined have a social media reach of more than 500 million followers.