Leave it to Madonna to know how to stay in the limelight, even indirectly. The superstar has crowned 19-year-old singer and social media phenom Pia Mia as the new face — and first-ever “fashion director” — for her exclusive Macy’s juniors line Material Girl. “Her creativity, confidence and unique sense of style make her a perfect addition to the brand,” said Madonna in a statement first released to WWD.
Founded in 2010 under parent MG Icon — a partnership between Iconix Brand Group Inc., Madonna and her longtime manager Guy Oseary — the label has a history of tapping on-the-verge musical talent including Zendaya, Rita Ora and Taylor Momsen, as well as famous offspring Kelly Osbourne, Georgia May Jagger and Sofia Richie. After all, the line’s original inspiration was Madonna’s 19-year-old daughter, Lourdes Leon.
Now Pia Mia, whose full name is Pia Mia Perez, is poised to strike gold on the music and fashion fronts. Perez first found fame at 11 years old via the YouTube videos her sisters would post of her singing at home in Guam. Several singing and acting jobs, a deal with Interscope Records and four million Instagram followers later, she’s now part of the new crop of multitalented singers with catchy solo singles and collaborations with rap and R&B artists including Chris Brown, Tyga, G-Eazy and Will.i.am. She’s already recorded 150 songs for her forthcoming debut album. At the same time, she’s found a following for her DIY style, a blend of Gwen Stefani tomboy and Christina Aguilera bombshell. This is, in a nutshell, what Material Girl needs to remain relevant among a sea of fast-fashion labels nipping at the heels of juniors brands.
“The fact that Madonna chose me to do this literally makes me die,” said Perez, who called WWD from the set of her first Material Girl ads, set to break in July for back-to-school.