NEW YORK — Strike a pose!
MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc., has revealed its spring 2011 marketing campaign for its Material Girl brand featuring Kelly Osbourne, which harks back to Madonna's roots in the East Village of New York City.
The ad campaign was shot at the iconic venues Lit Lounge and Mars Bar, with Osbourne posing against graffiti-covered walls, standing on the bar and on the streets of the East Village. Additional campaign images were photographed at Bathhouse Studios in New York, where the set was inspired by the East Village of the 1980s with chain link fences and iconic images.
The campaign, shot by fashion photographer Brooke Nipar, will debut in April issues of fashion and lifestyle magazines such as Seventeen, Teen Vogue and Cosmopolitan, among other media channels.
Osbourne said it was an "honor" to promote Madonna and daughter Lourdes Leon's clothing line.
"It was an amazing experience to work with Madonna and Lola," said Osbourne. "I take so much of my style from Madonna in the 80s and I really admire how Lola dresses and that she stays true to herself."
Madonna was equally pleased with the campaign. "Kelly represents a true Material Girl," said the 52-year-old pop star. "She is edgy, cool and has a unique sense of style that Lola and I love."
Photo credit: PRNewsFoto/Iconix Brand Group, Inc.
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