Madonna & Lola Name Actress Zendaya as New Face of their Material Girl Brand
MG Icon, the joint venture between Iconix Brand Group, Inc. and Madonna unveiled its fall 2014 Material Girl marketing campaign featuring platinum-selling artist and Disney actress, Zendaya. The multi-media marketing campaign entitled, “Boardwalk Babe” will debut in August issues of fashion and lifestyle magazines, as well as online, outdoor and in-store.
Madonna commented, “Zendaya exudes a confident, free spirit. We love having her as the new face of Material Girl.” Lola added, “I love how Zendaya makes her own style rules to fit her personality – that’s who Material Girl is all about, being yourself to the fullest.”
“I am so excited to be chosen by Madonna and Lola as the new face of Material Girl; they are such a dynamic mother / daughter duo,” commented Zendaya. “Material Girl embraces having fun with fashion and being confident in your own skin… and who does that better than Madonna,” she added.
Clad in Material Girl apparel and footwear, Zendaya is captured in a series of playful imagery at the famous Coney Island boardwalk in Brooklyn, New York. The actress, who had the amusement park all to herself for the shoot, is photographed in front of the iconic Wonder Wheel, at the park’s sweet shop, ticket booth and in front of the water gun game. She also made a pit stop at the famous Nathan’s hot dog stand and enjoyed snacking on a boardwalk staple, funnel cake.
Dari Marder, chief marketing officer, Iconix Brand Group, commented, “The legendary Coney Island Boardwalk served as the perfect backdrop to bring the Material Girl campaign to life. Zendaya’s carefree spirit, with just a touch of edge, perfectly exemplifies what a Material Girl is and we are thrilled to be working with her.”
Zendaya is a multi-talented actress and Hollywood Records platinum-selling artist. Her first single, “Replay” was certified platinum after selling 1 million copies in the U.S this January. Most recently, Disney announced two new projects with Zendaya; she will star
and co-produce in a spy television series and also star in the movie “Zapped” out this summer. These accomplishments follow, among her many successful projects, her meteoric rise as a star of Disney Channel series, “Shake It Up!” that launched her to stardom.
Material Girl is a fast-fashion junior collection inspired and designed in collaboration with Madonna and her daughter Lola, and is carried exclusively at Hudson’s Bay, and thebay.com in Canada.
To stay up to date with the latest news from Material Girl, follow @MaterialGirl on Twitter and become a fan of Material Girl on Facebook at www.facebook.com/materialgirlcollection.
For behind the scenes photos and video please visit: http://iconixbrand.com/MGFall2014/
About Iconix Brand Group, Inc.:
Iconix Brand Group, Inc. owns, licenses and markets a growing portfolio of consumer brands including: CANDIE’S (R), BONGO (R), BADGLEY MISCHKA (R), JOE BOXER (R), RAMPAGE (R), MUDD (R), MOSSIMO (R), LONDON FOG (R), OCEAN PACIFIC (R), DANSKIN (R), ROCAWEAR (R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R), WAVERLY (R), ZOO YORK (R), ED HARDY (R), SHARPER IMAGE (R), UMBRO (R) and LEE COOPER (R). In addition, Iconix owns interests in the ARTFUL DODGER (R), ECKO (R), MARC ECKO (R), MATERIAL GIRL (R), PEANUTS (R), TRUTH OR DARE (R), BILLIONAIRE BOYS CLUB (R), ICE CREAM (R), MODERN AMUSEMENT (R), and BUFFALO (R) brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and worldwide. Through its in-house business development, merchandising, advertising and public relations departments Iconix manages its brands to drive greater consumer awareness and equity.
Madonna, a multi-Grammy winning artist, cultural icon, Rock and Roll Hall of Fame inductee, director, producer, documentarian, children’s book author, video visionary and humanitarian has sold over 200 million albums in the course of her unparalleled career in the entertainment business. Her recent “Sticky and Sweet” Tour was the most successful concert tour by a solo artist in history.
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Senior Manager, Public Relations, Hudson’s Bay
Specialist, Public Relations, Hudson’s Bay