Pop heiress Kelly Osbourne is taking the reins from Taylor Momsen as the new face of Material Girl, striking her best pose in a series of new marketing campaign images for the label created by Madonna and her daughter, Lourdes (a.k.a. "Lola").
In a press release, Madonna said: "Kelly represents a true Material Girl. She is edgy, cool and has a unique sense of style that Lola and I love."
The campaign overall is apparently an nod to Madonna's downtown New York roots: The images were shot at Lit Lounge and Mars Bar in the East Village, and the whole set was inspired by the '80s-era village scene.