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Kelly Osbourne for Madonna’s Material Girl Collection

The Bay is excited to announce that MG Icon, the joint venture between Madonna and Iconix Brand Group, Inc. (NASDAQ: ICON) unveiled today its spring 2011 marketing campaign for its Material Girl brand featuring actress, television host and musician, Kelly Osbourne. The Material Girl Campaign will be a multi-media approach that will roll out this spring. The brand is exclusively available at The Bay’s 91 stores in Canada.
Madonna commented, “Kelly represents a true Material Girl. She is edgy, cool and has a unique sense of style that Lola and I love.”
“It’s such an honour to be a part of this campaign and it was an amazing experience to work with Madonna and Lola. Material Girl is incredible because it’s high fashion but it’s also accessible to anyone who shops at Macy’s,” stated Kelly Osbourne. Commenting on her style, Osbourne added, “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.”
The campaign creative harks back to Madonna’s roots in the East Village of New York City and was shot at the iconic venues Lit Lounge and Mars Bar. Osbourne poses 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. The set was inspired by the East Village of the 1980s with chain link fences and iconic images. The campaign was photographed by fashion photographer Brooke Nipar. The creative was conceived by the Iconix in-house marketing team.
Dari Marder, chief marketing officer, Iconix Brand Group, stated, “Kelly Osbourne plus Madonna plus Lola equals an incredible new marketing campaign for Material Girl. We are excited to be able to follow up on the successful launch of Material Girl with a fresh new campaign that is a true nod to Madonna’s East Village roots, and Kelly fills the role perfectly.”
“Just like Madonna, Kelly Osbourne is an inspiration to young females. She is spontaneous and fearless with an impeccable sense of style,” says Bonnie Brooks Chief Adventurer of the Bay. “The Bay is committed to introducing new and exclusive brands which is why we are delighted to share this new fashion savvy collection and campaign with Canada.”

Kelly Osbourne for Madonna's Material Girl CollectionKelly Osbourne for Madonna's Material Girl Collection