Madonna has strong track record when it comes to identifying “it” girls. Since launching her fashion label Material Girl in 2010 with Iconix Brand Group Inc. and her manager, Guy Oseary, the hitmaker has tapped breakout stars such as Rita Ora, Zendaya and Georgia May Jagger to front the brand.
Her newest partner is recording artist and social media favorite Pia Mia, who has been named fashion director for Material Girl.
The 19-year-old fashionista — who was featured on Will.i.am’s new “Boys + Girls” single and has more than 4 million Instagram followers — said in a statement, “When I heard that Madonna wanted me to be the first-ever fashion director of Material Girl, I literally died.”
The still-very-much-alive Pia Mia added, “Madonna is so amazing — from her music, to her style, to her stage performances; she is the ultimate icon. I have so much respect for her, and she’s really inspired me to have the same confidence that she has to wear whatever she wants to wear, or say whatever she wants to say, because she’s done it and made it so dope.”
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According to the brand, Pia Mia has already started lending her fashion expertise to Material Girl. She helped to select the photographer and featured looks for the fall ’16 ad campaign, which was shot by Solmaz Saberi at the Madonna Inn.
Pia Mia also will collaborate on the design of the spring ’17 collection, working closely with the teams at both Material Girl and Macy’s, which exclusively sells the line of apparel and footwear. And she also will star in a docu-series produced by StyleHaul and inspired by Madonna’s “Truth or Dare” documentary.
The first episode of the docu-series will debut in mid-July, the same time the fall ad campaign launches.
Other celebrities have taken on similar roles at fashion labels. Rihanna was named the creative director of Puma (as well as Stance), and Reebok has been working with Swizz Beatz since 2011.
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