NEW MATERIAL GIRL: Material Girl, the fast-fashion junior brand sold exclusively at Macy’s, has selected its fall face. Zendaya, the platinum-selling artist and Disney actress, will be featured in the label’s ad campaign entitled “Boardwalk Babe.” It will launch in the August issues of fashion and lifestyle magazines, as well as online, outdoors, in-store and in Macy’s marketing collateral.
This story first appeared in the June 19, 2014 issue of WWD. Subscribe Today.
Zendaya follows in the footsteps of Rita Ora, the most recent Material Girl face. MG Icon is a joint venture between Iconix Brand Group Inc. and Madonna.
“Zendaya exudes a confident, free spirit. We love having her as the new face of Material Girl,” said Madonna. Her daughter, Lola, added, “I love how Zendaya makes her own style rules to fit her personality — that’s who Material Girl is all about, being yourself to the fullest.”
Dressed in Material Girl apparel and footwear, Zendaya was photographed by Jeremy Williams in a series of playful imagery at the Coney Island boardwalk in Brooklyn. Zendaya, whose first single “Replay” went platinum in January, has two Disney projects on deck. She will star in and coproduce a spy TV series, “Super Awesome Katy,” and will also star in the movie “Zapped,” due out this summer.
The brand declined to reveal the fall ad budget but said the spend is higher than last fall.