MG Icon, the joint venture between Iconix Brand Group, Inc. and Madonna today unveiled its Spring 2014 Material Girl marketing campaign “Material Girl Hits Miami” featuring international performer, Rita Ora. Rita is one of the latest music protégées from Jay-Z and Roc Nation. She was selected by Madonna and her daughter Lola, to star in her second fashion campaign for the brand, available exclusively at Macy’s and Macys.com in the United States.
“Rita is the perfect fit for the Material Girl brand. She is a style icon who knows how to have fun with fashion,” commented Lola. Madonna added, “Rita is fearless when it comes to fashion and expressing herself. We love her personality and think she perfectly embodies the spirit of Material Girl.”
Commenting on her Material Girl spring campaign, Rita Ora stated, “I don’t think there are any rules in the fashion world and Material Girl is wonderful way to really express yourself.”
Rita Ora hit the streets of Miami with Material Girl, wearing the spring collection of apparel, footwear and accessories. Rita was photographed in a series of beautiful shots at iconic Miami Beach locales such as The Welcome to Miami Beach sign, Ocean Drive, the Raleigh Hotel pool and in a vintage car.
“There’s never a dull moment when working with Rita and our Miami shoot was no exception,” commented Dari Marder, Chief Marketing Officer, Iconix Brand Group Inc. “We were chased by paparazzi all day, but we still managed to get amazing shots of Rita being her playful and fun-loving self,” she added.
“Rita Ora really embodies the independent spirit of the Material Girl brand,” said Martine Reardon, Macy’s chief marketing officer. “Her confidence, bold style and constant transformation inspire Macy’s fast fashion customers, and Miami added the perfect dose of sizzle as the backdrop for the brand’s upcoming spring collection.”
The multi-media marketing campaign will debut in March 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, Rita will make personal appearances 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 and Myer in 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.