The collection will launch exclusively in select 200 Macy’s stores across the country and on www.macys.com on August 3rd for the back-to-school season. To support the launch, a national advertising campaign will appear in August and September issues of fashion, lifestyle and entertainment magazines such as Teen Vogue, Seventeen, Nylon and Cosmopolitan amongst others, be heavily integrated online and appear in cinemas throughout the summer.
To celebrate the launch of Material Girl on August 3rd, Taylor Momsen will make a special appearance at Macy’s Herald Square in New York and perform live. Lucky consumers and fans will be able to watch the acoustic performance in the junior department on the 4th floor and take photos with Momsen from 5-7 p.m. Additionally, select Macy’s stores across the country will host Madonna-esque in-store events to engage loyal fans and fashionistas nationwide.
Madonna and Lola, who are very involved creatively in the Material Girl brand, will make a special appearance at Macy’s Herald Square to celebrate the launch on September 22nd.
Martine Reardon, executive vice president of marketing, Macy’s, added, "The star power of this line-up is remarkable — fashion designed with Madonna and Lola, a trend-setting celebrity like Taylor as the muse, and an iconic brand like Macy’s as the exclusive retailer. The ‘Material Girl’ teaser campaign has created great buzz about the launch of this brand, and we are excited to unveil the full effort as we gear up for the official launch on August 3rd." The Material Girl collection is designed in collaboration with Madonna and her daughter Lola, along with Iconix Brand Group’s in-house fashion department.
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