Inside the Material Girl Launch

We were among the first—number 35 to be exact—to catch a glimpse of Madonna and daughter Lola's new Material Girl line for Macy's. As expected, there's ample lace and sparkle for today's sassy tween.

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We were among the first—number 35 to be exact—to catch a glimpse of Madonna and daughter Lola's new Material Girl line for Macy's. As expected, there's ample lace and sparkle for today's sassy tween. Meet Abigail, who arrived at 5am--with her family of good sports in tow--to get first dibs on the merch, and some stylin' Material Girl sunnies.
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Taylor Momsen is the face of Material Girl, and her mug looked on approvingly everywhere you turned.
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This preppy varsity cardigan gets the Material Girl twist in the form of a ruched bandeau underneath.
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Jean shorts, jean skirts and a Macy's mic—perhaps to be used by Momsen during tonight's performance?
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More bandeaus--this one in gold--with a studded skirt and houndstooth tights with a slight shimmer.
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Houndstooth leggings up close. It's hard to see the slight shimmer that drew us in, but they're definitely fun.
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We spoke with Macy's CEO Terry Lundgren, who described their vision with the line as "something she can wear out and have fun in, and something that she can wear to school." Ruffled skirts and grown-up blazers fit that bill.
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A surprisingly prepster look.
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An on-trend floral mini paired with a biker-inspired jacket provides a good balance.
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Leggings, leggings and more leggings.
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Star print! Just whimsical enough to make this little tank dress more sweet than sexy.
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Another recurring piece was the crop top. Our favorite came in black-and-white striped sequins.
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A decent take on the graphic tee. We were thankful Madge and Lola eschewed the typical, slightly cheesy girly-girl phrases for this age group—not a self-proclaimed princess in sight.
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This dress may be perfect for a school dance, but is it so wrong to rock the 80s-tastic, heart-print, sweetheart strapless for a cocktail party?
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The sophisticated gray blazer makes an appearance, lightened up with a fluffy corsage.
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Reminiscent of a DIY project by some basement style genius, this T-shirt dress gets a black-tulle boost.
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There's something cheeky and Parisienne about this tromp-l'oleil sweater.
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Here it is with a tutu, natch.
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The more casual duds include a military-inspired jacket we love just as much for back to school as we do for fall brunch; plus a tiger tee and studded, faded gray-wash skinny jeans. The jeans ring in under $40, which makes them even cooler.
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Go, Lola! Rad plaid pants get styled with piled-on necklaces and sequined tunic. A delightful combination only a teenager could dream up.
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Polka dot skirt with cozy heather leggings, tank and a bit of a bandeau peeping through. Edgy, for sure, but when said bandeau runs $5 a pop, we say go for it.
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We die. A faux-fur vest with endless outfit possibilities.
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Not only did this shopper dress to the nines, she made a remarkable grab in just a few minutes, all the while juggling a cupcake. Her prime target: leggings.
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Another blazer jazzed up with sassy tartan plaid will mix well with animal prints and jeans.
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It's been a long time since junior high, but we're not sure these sequined hot pants will translate very well to school—or anywhere, really.
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Shoes came in stripes and faux skins (python and leopard).
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These Madonna-bes showed up in the same outfit, how embarrassing!
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The first 200 in line got a free gift—a Macy's gift card and Material Girl bandeau.
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And no proper party is complete without cupcakes. The Material Girls dutifully handed 'em out to passers by so we grabbed one on the way out.
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