MG Icon, the joint venture among Iconix Brand Group, Inc., Madonna and Guy Oseary in partnership with Macy’s unveiled today its spring 2012 Material Girl Marketing Campaign. The campaign features three “Lucky Stars” winners from the nationwide search for the next Material Girl.
Madonna and her daughter Lola comment, “We set out to find someone who embodied the Material Girl lifestyle – a free-spirited girl with an interest in fashion, who isn’t afraid to express herself and let her true personality shine through. It came down to three girls who we absolutely loved and felt were true Material Girls, so we decided to make all of them winners.”
The winners were among ten finalists flown to NYC for the final round of the Material Girl Model Search. The three “Lucky Stars” winners Samantha Titus, 21 from California, Katrina (Tina) Arandjelovie, 19 from Illinois, and Kimberly Perry, 19 from NY. The runner-up contestant Briana Herrera was named special correspondent for Material Girl, and will blog on behalf of the brand and participate in special events.
The “Lucky Stars” will be given amazing opportunities including:
- Appearances in a national marketing campaign.
- Appearances in Macy’s digital, outdoor, and in-store Marketing collateral.
- Advertisement features in magazines.
Material Girl will debut its “Making of the Next Material Girl” video exclusively available on Material Girl’s Facebook page at www.facebook.com/MaterialGirlCollection. The video features Lola, Kelly Osbourne, and Madonna, as well as behind-the-scenes footage for the “Lucky Star” contest search.
Kelly Osbourne expresses her excitement over collaborating with Madonna and Lola and comments, “Lola is so unbelievably creative. She has a really good eye for style, and mixing and matching different patterns. Lola and I became instant friends. It was my privilege to travel across the country to help Lola and Madonna find the next faces of Material Girl.”
Material Girl is a junior collection inspired and designed in collaboration with Madonna and her daughter Lola, along with Iconix Brand Group’s in-house fashion department. To stay up to date with the latest news from Material Girl, follow @MaterialGirlCol on Twitter and use the hash tag #MGLuckyStar. Become a fan of Material Girl on Facebook at www.facebook.com/materialgirlcollection.
For behind the scenes photos and a teaser version of the “Making of the Next Material Girl” visit www.stellarhead.com/MNR/MaterialGirlSpring2012LuckyStars.
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