The Queen of Pop can’t let go. Madonna, who is debuting a new fashion line, hand picked her poster girl — “Gossip Girl” actress Taylor Momsen — and even shot her for the campaign out now.
Madge’s new juniors fashion line, Material Girl, is a collaboration with her 13-year-old daughter, Lourdes, that launches at 200 Macy’s stores on Tuesday.
But designing a new collection clearly isn’t enough to keep the pop powerhouse busy. Madonna shocked everyone on set in Williamsburg when she took creative control of the campaign shoot, styling many of the looks and borrowing the photographer’s camera to shoot them, too.
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“When she took the camera, it was insane,” says Dari Marder, chief marketing officer of manufacturer Iconix Brand Group, of the shoot, which took place in May. “But she clearly knew what she was doing, and it just looked so natural.”
When Madonna arrived on set, she introduced herself and started styling Momsen. “She flipped up a collar, wrapped a scarf, gave her a hat — with no game,” Marder says. Retailing from $12 to $40 for a target audience of 14- to 24-year-olds, the Material Girl brand offers a few pricier pieces called “Wow” items, such as an $80 motorcycle jacket.
It may be 2010, but it looks like we’re still living in a Material World.