Madonna is gearing up for the launch of her new fashion line, Material Girl, in Macy’s doors on Aug. 3.

Speaking of the design of the new line, the world’s biggest pop star said: “It’s not complicated. It’s dressing in layers. It’s not looking like you took too much time thinking about what you’re wearing.” Lourdes Leon, Madonna’s daughter, has been closely involved in the development of the junior line.

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“She’s been coming to meetings pretty much from the very beginning,” said Madonna of her fashion-loving daughter. “My role was really to make sure we were all going in the right direction and it was a line that I could stand behind and be proud of and feel good about — and one that she could also feel represented her. I really like the way Lola dresses, and I think this line is absolutely an extension of her taste.”

Madonna is not the centerpiece of the marketing campaign supporting the launch. Rather, the most visible face of the brand will be the for-now-anonymous young television actress and singer (hint: she’s on a hit teen drama series and is known for her frayed, rocker-tinged style off-screen). She appears mostly hidden from view in teaser ads that break this week in celebrity weeklies, cinema, outdoors in New York and San Francisco and on the Macy’s Herald Square JumboTron. Her identity will be revealed in the coming weeks closer to the launch date. All the campaign images, which Lourdes Leon helped style, were photographed last month in a studio and on the streets of Williamsburg, Brooklyn.

Asked to sum up the Material Girl customer, Madonna described her in this way: “A Material Girl is a girl that is interested in fashion and interested in music and interested in fun. [She has] a sense of humor [and] is an adventurous human being.”

Sounds familiar.

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