La presse sur la collection Material Girl de Madonna.
From the Material Girl, New Material at Macy’s
By STEPHANIE CLIFFORD
Published: June 29, 2010
Come August, we will be living in a material world once again.
Madonna and her 13-year-old daughter, Lourdes, are introducing a line at Macy’s that recalls the leather-and-lace days of the 1980s.
Called, of course, Material Girl, the line is starting with clothing, shoes, jewelry and handbags, and Macy’s plans to add other categories like fragrance next year. Meant for teenagers on a budget, the items are less than $40, on average.
Macy’s is betting that the celebrity endorsement will bring teenagers into stores. Macy’s carries other exclusive celebrity lines, like the Kouture by Kimora juniors line, from Kimora Lee Simmons.
Other department stores do as well: Kohl’s will sell Britney for Candie’s apparel, designed by Britney Spears, starting in July, and Wal-Mart has sold apparel designed by Miley Cyrus, Taylor Swift and the Jonas Brothers.
Asked how relevant Madonna, 51, was to today’s teenagers, executives at Macy’s said she still resonated. “She has a fashion credibility that is incredibly apparent to anybody,” said Jeff Gennette, chief merchandising officer for Macy’s.
Whether Madonna — or any celebrity for that matter — can turn around weak consumer spending is doubtful. Retail analysts said that celebrity lines could bring in new customers, but fickle teenagers could easily become bored with stars.
“A lot of times, celebrities’ brand equity can wane at the drop of a hat, so making a true long-term investment in a celebrity brand can be a bit risky,” said Kelly Tackett, senior analyst for apparel at the consulting firm Kantar Retail.
The Material Girl line is an effort to compete with so-called fast fashion stores like Forever 21 and H&M.
“The crux behind this line is really to capture some of that business,” said Lanie List, executive vice president for merchandising for the Iconix Brand Group, which is licensing the line to Macy’s. “It really reflected what Macy’s felt like was missing from their floor.”
Forever 21 and its competitors are quick to get trends into stores, turning sketches into clothes in a matter of weeks. Ms. List and Mr. Gennette said that some Material Girl items could be produced in a month.
“There’s going to be a lot of change, a lot of newness,” Mr. Gennette said. “If something doesn’t work, we’ll mark it down quickly and get something else in quickly.”
Nearly all the items so far summon ’80s flashbacks. A $36 pair of Material Girl jeans has zippers at the ankles, and the denim is stonewashed.
There is a punk-style skirt for $22, with black ruffles and pink roses, and a studded vest for $58. And a $24 black dress streaked with white is so short that just about any papa would preach about it.
“It’s a little ‘Desperately Seeking Susan.’ It’s got references from things you’ve seen Madonna wear,” Ms. List said.
Stargazing | Madonna and daughter’s Material Girl line of clothing
When Lisa Gutierrez isn’t praying that Madonna doesn’t bring back shoulder pads, she’s Stargazing today among reports of celebrities doing stylish things.
Posted on Tue, Jun. 29, 2010 10:15 PM
That sniffing sound? Fashion snobs turning up their noses at Madonna’s upcoming Material Girl line of junior clothing at Macy’s. The clothes don’t hit stores until Aug. 3, but sketches of some of the outfits popped up last week.
One look: A total ’80s flashback with skinny jeans, oversized blazer, bustier — and fingerless gloves.
Madonna’s 13-year-old daughter, Lourdes (aka Lola), reportedly designed much of the collection. And clearly someone has been watching Mommy’s old videos.
Pieces cost $12 to $40.
Source: Kansas City.
VIDEO: Madonna Dishes on Blogger Daughter Lourdes’ Material Girl Style
Jun 30 2010 12:40 PM ET
Marissa Patlingrao Cooley
Ask Madonna for fashion advice, and she just might refer you to her 13-year-old, Lourdes Leon (aka “Lola”), who, according to her mother, is “much more fashion-forward and savvy than I am at this point.” Now the teenager and fashion-lover is sharing her natural style acumen as a blogger, posting her first musings yesterday on Materialgirlcollection.com, the site for the juniors clothing line that the mother-daughter duo are designing together. ”I am totally obsessivo about 80's shorts,” writes Lola. “You know the kind that makes your butt look kinda big, with a grunge-looking shirt tucked in.” And the tweenager has certainly put her stamp on Material Girl’s debut collection, which includes ’80s-inspired pieces like a sleeveless biker vest, plaid shirts, floral miniskirts, and high-waist shorts–all meant to be layered and mixed together. To read Lola’s blog and for more on the Material Girl Collection–which launches August 3 exclusively at Macy’s–visit materialgirlcollection.com. Tell us: What do you think of Lourdes Leon’s new blog?
Madonna and Lourdes Launch 'Material Girl' Line
June 30, 2010 | Madonna
She's been called lots of things -- Madge, Esther, Queen of Pop -- but there's one moniker Madonna has never been able to escape.
"Material Girl. Everyone relates that title to me because of a song I did 300 years ago," sighed Madonna, talking to "Extra" at the opening of her and daughter Lourdes' new clothing line, called, what else? Material Girl!
"She pays attention to what's going on in the street and what people are wearing," the singer said of Lourdes, 14, and her keen fashion sense. "And she's much more fashion forward and savvy than I am at this point."
Does Madonna love what her daughter wears? "I always have two reactions when Lola comes into my room with an outfit on. One is, 'Oh my god, she looks amazing.' Then my second reaction is that she's dressed completely inappropriately for school!"
Now you can get into the groove with Madge in New York! Go to Macys.com for more information on how to win a chance to meet the music icon!