LOS ANGELES–In January, it was revealed that Kelly Osbourne would replace everyone’s favorite Disney star-turned-stripper heel wearing rocker Taylor Momson as the face of Madonna and daughter Lourdes’ teen line for Macy’s Material Girl. Last night, Osbourne spoke to a group of tweens at a launch party for the new Material Girl spring collection in the Macy’s Beverly Center Juniors Department—just to the left of the Jessica Simpson section.
In a Q&A lead by Project Runway alum and FIDM Instructor Nick Verreos, Osbourne revealed how she came to land the campaign, meeting Madonna, and how tweens should dress.
The 26-year old Osbourne can thank little Lola–not Madge–for thinking of her for the campaign. Osbourne had never event spoken to Madonna until they were on the set of the campaign shoot. “I have been in a room with her before, but I have been too shy to say ‘hi,’” Kelly admitted to Verreos.
It was Lola, a big fan of Osbourne’s (she gushed about her on her blog for Material Girl), who sought out Osbourne for the gig after they met at a Jay-Z concert in London back in July 2010. “It was great to meet her and a lot of my inspiration comes from her. It sucks majorly that her and her bf broke up ☹,” Lola wrote on her blog.
Osbourne considers herself, “the girliest tomboy you’ll ever meet,” and the Madonna and Lola recognized that her punk-meets-1950s-white-gloved-glamorous-style would be perfect for the brand.
With the crowd pumped up on mini donuts, Pop Rocks and free $50 gift cards, a fashion show kicked off with a mashup of Madonna’s “Material Girl” with Black Sabbath’s “Iron Man.” Young girls aged 13 to 16 worked the catwalk in punchy colored minis, cropped tees and mixed prints that retail at price points that compete with Top Shop and Forever 21. None of the ensembles looked inappropriate. Some pieces may appear skimpy on a hanger, but they look great layered with thick colored tights, leggings and a jacket.
Osbourne left the impressionable crowd with some words of wisdom: “Leave something to the imagination. I hate slutty outfits.”