Image Image Image Image Image Image Image Image Image Image

Material Girl Takes you Backstage at Madonna’s MDNA Tour

Georgia May Jagger Stars in Material Girl’s Fall Marketing Campaign

New York, New York – July 2, 2012 – MG Icon, the joint venture between Iconix Brand Group, Inc. and Madonna unveiled its fall 2012 Material Girl marketing campaign today featuring Georgia May Jagger, the daughter of legendary rocker, Mick Jagger and supermodel, Jerry Hall.  Jagger follows fellow rock royalty, Kelly Osbourne as the face of the junior brand, available exclusively at The Bay and in Canada.

“We think Georgia May has great style and perfectly captures the energy and free spirit of the Material Girl Fall line,” commented Madonna and her daughter Lola.

The campaign creative casts Jagger as the ultimate VIP, capturing her getting “all access” at Madonna’s MDNA concert. Photographed at the actual rehearsal for Madonna’s MDNA tour at Nassau Coliseum in May, the campaign showcases Jagger behind-the-scenes, on stage, and in the wardrobe room. The fall campaign will debut in Canada in August.

“I had so much fun shooting this campaign,” commented Georgia May Jagger. “I spent a lot of my childhood backstage hanging out around amps. That was where we chilled when we were younger. So this photo shoot brought back a lot of memories. I have always admired Madonna’s music and style; she is constantly reinventing herself,” she added.

Dari Marder, chief marketing officer, stated, “Georgia is a natural beauty with rock and roll in her genes…she is the ultimate Material Girl. We are also thrilled to be able to offer customers the chance to win tickets to Madonna’s MDNA tour through our Material Girl Facebook page.”

“Material Girl is a brand that resonates so well with our younger, fashion-forward consumers”, says Suzanne Timmins, Senior Vice President, Fashion Director, The Hudson’s Bay Company. “Georgia May Jagger is the perfect choice for the fall campaign – she has such an inherent sense of personal style and she perfectly captures a playful, edgy, rock and roll spirit.”

Material Girl will hold a sweepstakes giving consumers the opportunity to win pit tickets to Madonna’s MDNA tour throughout the United States and Canada. Material Girl correspondent, Briana Herrera, will blog about the concert on Lola’s Material Girl blog throughout the tour. For additional information, please visit:

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. Become a fan of Material Girl on Facebook

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) and SHARPER IMAGE (R).  In addition, Iconix owns interests in the ARTFUL DODGER (R), ECKO (R), MARC ECKO (R), MATERIAL GIRL (R), PEANUTS (R) and TRUTH OR DARE (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.

About Madonna: 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.

About The Bay: Hudson’s Bay Company was incorporated in 1670 by a British royal charter under King Charles II. With an unrivalled 341-year history in Canada, Hudson’s Bay Company is renowned for its historical role in the development of the nation. Today, The Bay is Canada’s leading department store and has established a reputation for quality, service, and more than ever, for style. A world-class department store, The Bay offers well edited assortments of exclusive and popular fashion, beauty, home and accessory designers and brands. The stores are continually evolving to provide customers with new and exclusive merchandise, as well as customized services to set The Bay apart from any other retailer in Canada. The Bay operates 91 stores in 8 provinces across Canada as well as, the company’s online store.

# # #


Maria Dolgetta

The Bay
Michelle Veilleux

Liz Rosenberg
Liz Rosenberg Media