How prophetic that Madonna, who proclaimed her desire to "Dress You Up" in her 1985 song of the same name, is actually doing it. Her hotly anticipated junior collection, aptly named Material Girl (for the '84 megahit), was designed with her 13-year-old daughter, Lourdes Maria Ciccone Leon. It made its debut last week at Macy's stores.
Quirky-cute and some of it soundly smacking of vintage Madge, the well-priced, 119-piece line includes everything from tube tops ($5) to flirty floral dresses ($32) to accessories like a multi-strand chain ($18), a flat suede boot ($39), and a green and silver camo purse ($20).
The collection is "appropriate for any girl from mid to late teens or early 20s," says Macy's executive vice president of merchandising Rob Smith, noting that Lourdes (known as Lola) played a key creative role.
"Madonna is the ultimate style icon, and she is the businesswoman you think she would be, but Lola has a real sense of style," he said.
During the design process, he says, "Lola would go through her own closet and pull some of her favorite clothes." (Some of these faves were apparently poached from Mom's closet. Hey, teenagers are teenagers.)
In fact, Lola herself weighs in on the collection via a feisty, rather sweet blog (macys.com/materialgirl) complete with what seems to be some real teen talk —"reee-heeaally" — though one imagines there's more than a bit of adult collaboration, as in the phrase "effortlessly chic."
Madonna, who appears in the 2010 spring advertising campaign for Dolce & Gabbanna, has made fashion headlines before — think cone-shaped bras. And this is not her first foray into fashion. In 2007, she created a line for H&M, "M by Madonna," which did not receive all-around raves but sold out just the same.
Marshal Cohen, chief retail analyst of the NPD Group, a market research organization in Port Washington, said the multigenerational Material Girl clothing line should resonate with female consumers.
"We've got the ultimate material girl, someone who's been setting trends all her life, and the addition of the younger generation," he said. "Even if you were against Madonna from way back, now she's a mom with a daughter."
And if that weren't enough, Macy's has added a celebrity muse to the already famous mix —"Gossip Girl's" Taylor Momsen, 17. The broody teen models the clothes on the website and appears in ads. She looks eerily like Madonna does now, only dressed like the pop star did back in the day.
Martine Reardon, Macy's executive vice president of marketing, says that while the collection is all about Lola's personal style and point of view, "Taylor is everything this juniors collection represents — fearless, fashionable and fun."
Now you know
material girl at macy's
The new line of clothing and accessories from Madonna and her daughter Lourdes can be found at Macy's stores and at www.macys.com. In Kansas, Macy's stores are in Topeka, Overland Park, Leawood and Prairie Village.