MG Icon, the joint venture between Iconix Brand Group, Inc. and Madonna today unveiled its Fall 2013 Material Girl marketing campaign featuring international performer, Rita Ora. Rita is one of the latest music protégées from Jay-Z and Roc Nation. Selected by Madonna and her daughter Lola, Rita joins past spokespeople Georgia May Jagger and Kelly Osbourne as the face of the junior brand, available exclusively at Macy’s and macys.com in the United States.
“To be handpicked by Madonna and her incredibly cool daughter Lola is the largest of all compliments.” stated Rita. Speaking about the shoot, she added, “This has been an amazing Material Girl tour around my hometown, London, taking loads of pictures, dressing up and having fun.”
For the back-to-school season, Rita takes to the streets of London, starring in her debut fashion campaign, “Material Girl Hits London.” Clad in Material Girl apparel, footwear and accessories, Rita was photographed at iconic London locales such as Buckingham Palace, Big Ben, the London Eye and atop a double decker bus.
Madonna and Lola, commented, “Rita is a talented beauty, but what really drew us to her is the confidence she oozes through her music and her unique sense of style. On stage or off, in photos or on the street – she’s a magnet! This is what the Material Girl brand is all about!”
Dari Marder, chief marketing officer, stated, “Since Rita lives in London, we thought the city would be the perfect back drop for our fall Material Girl campaign and shooting there was a natural follow up to our last campaign with Georgia May Jagger, ‘Material Girl Hits Hollywood.’ Shooting there was no easy feat; Rita has tremendous star power and once the paparazzi got wind of our shoot, they chased us around on motorcycles the entire day. It was chaotic, but the images made it all worthwhile; we’re thrilled to be able to give our consumers a taste of London with this campaign.”
“Material Girl continues to be an all-star brand for Macy’s, bringing fashion and music together in a way that is relevant to our Millennial customer,” said Martine Reardon, Macy’s chief marketing officer. “Both on and off stage, Rita Ora’s bold and distinctive fashion choices exemplify what it means to be a Material Girl.”
The multi-media marketing campaign will debut in August issues of fashion and lifestyle magazines as well as online, outdoor, in-store and in Macy’s marketing collateral. In addition to appearing in the campaign, Ora will make a personal appearance this fall on behalf of Material Girl at Macy’s. The Material Girl brand is available exclusively at select Macy’s in the United States, The Bay in Canada, in Europe and Australia.
Material Girl is a fast-fashion junior collection inspired and designed in collaboration with Madonna and her daughter, Lola. To stay up to date with the latest news from Material Girl, follow @MaterialGirl on Twitter or become a fan of Material Girl on Facebook at facebook.com/materialgirlcollection. Customers can shop the line at macys.com.
Rita is the latest music protégée from Jay-Z and Roc Nation. The 21 year-old’s first single with DJ Fresh went straight to No 1. More recently Rita’s debut album ORA was released and followed suit by going straight to #1 on both iTunes and the weekly album chart. Amazingly, Rita’s second single ‘RIP’ also went straight to #1, doubling sales on other singles in the charts and making RIP the fastest selling single of 2012. Roc Nation also revealed tips on some of the artists Rita is set to collaborate with, including artists Kanye West and Drake.
