Madonna’s Fashion Range to Launch in Europe
Otto, which own Freemans and Grattan, and MG Icon (the joint venture between Madonna and Iconix Brand Group) are set to sell the line via Otto’s online stores. The line, designed by Madonna and her daughter Lourdes (Lola), is currently only sold in America in the chain Macy’s but the new deal should see the collection being sold in the UK, Germany, Russia and other European countries.
The new launch is starting in September launching the new autumn/winter collection. Not only is the collection fashionable, it’s also affordable at prices from £15 to £100. The clothing line features tops, jackets, jeans, skirts and other clothing perfect for teenagers and adults and is wearable yet chic at the same time. Many celebrities have fronted the line such as the likes of Taylor Momsen (Gossip Girl star and singer) and Kelly Osbourne. The campaign is currently fronted by Georgia May Jagger (daughter of Rolling Stones front man Mick Jagger), which seems appropriate for the new rock-themed campaign. The advertising for Material Girl will hit magazines such as Teen Vogue and Seventeen in August and feature Jagger posing onstage and backstage at Madonna’s concert which was shot during a rehearsal for the MDNA tour that kicked off on May 31st in Tel Aviv, Israel. Georgia May Jagger has also been in previous fashion campaigns such as Rimmel, H&M and Versace.
We can see from looking at the line that Lola also shares her mother’s love of fashion and has taken some direction from Madonna’s previous show costumes and fashion choices. The current range of clothing for summer featured at Macy’s shows fun and flirty fashion in summer colours and prints which are perfect for all ages from young girls to older teens (which are shown modelling the clothing). A date has not been confirmed yet for the launch so keep your eyes open for adverts in the autumn months.