The fall ad campaign for Madonna's Material Girl line for Macy's was unveiled in advance of its September-issue drop, depicting Kelly Osbourne frolicking about New York City, from Times Square to the Top of the Rock.
According a release, Osbourne's sophomore spin as the face of the line takes the rock-spawn reality star on a tour of Manhattan's landmark locales under the tagline, "MG+NYC." Given the line's junior-market target, backdrops like Washington Square Park, the West Village and Soho seem more age- and fly-over-states appropriate than last season's spread in various East Village bars.
Madonna, who fronts the collection with her 15-year-old daughter, Lourdes, told WWD, "we have both enjoyed working with Kelly and are thrilled to have her on board for the launch of the fall 2011 collection.”
In addition to Nylon, Seventeen, Teen Vogue, Cosmopolitan and People Style Watch, the images will appear on a Times Square billboard and, of course, on Macy's Herald Square Jumbotron screen.