MG Icon, the joint venture between Iconix Brand Group, Inc. and Madonna unveiled its Spring 2015 Material Girl marketing campaign “Record Riot” starring platinum-selling artist and actress, Zendaya. The multi-media marketing campaign will debut in February issues of fashion and lifestyle magazines, as well as online, outdoor, in-store and in Macy’s marketing collateral.
“Zendaya personifies the Material Girl, she loves to have fun and is constantly experimenting with trends,” Madonna and Lola said. “Her daring personal style and high energy made her the perfect face for our new collection,” they continued.
“Shooting this campaign was so much fun! I love the new Material Girl collection, it’s all about bold pieces that you can mix and match,” commented Zendaya. “All of the looks are girly with a little bit of tough edge to it, very much like my own style!”
Outfitted in Material Girl’s new Active collection and the Spring apparel and footwear collections, Zendaya is captured in a sequence of upbeat shots taken on location at the famed Bleecker Street Music store in New York City’s West Village neighborhood. The actress, who danced around the hip record store listening to beats from Madonna to Michael Jackson, scoped out the eclectic record selection while shooting the campaign.
Dari Marder, chief marketing officer, Iconix Brand Group, commented, “Zendaya is such a cool girl. She had a blast exploring the vintage record store. In between shots, she pumped up the volume and turned the shoot into a dance party.”
Zendaya, one of Hollywood’s youngest triple threats, is a multi-talented actress, producer and Hollywood Records platinum-selling artist. Her first single, “Replay” was certified platinum after selling 1 million copies in the U.S this January. Most recently, she is the star and co-producer of the Disney Channel’s live-action spy comedy “K.C.Undercover.” She also starred in this past summer’s hit, “Zapped.” Among her many successful projects, these accomplishments follow her meteoric rise as a star of the series, “Shake It Up!” that launched her to stardom.
“Zendaya is the perfect choice to represent Material Girl,” said Martine Reardon, Macy’s chief marketing officer. “Her confident attitude and self-assured fashion sense provide inspiration for many young girls looking for their own sense of style.”
About Material Girl
Material Girl is a fast-fashion junior collection inspired and designed in collaboration with Madonna and her daughter Lola. Material Girl launched in 2010 exclusively at Macy’s in the United States. To stay up to date with the latest news from Material Girl, follow @MaterialGirl on Twitter and become a fan of Material Girl on Facebook at www.facebook.com/materialgirlcollection. To shop the collection, visit macys.com/materialgirl.
For behind the scenes photos and video please visit: http://iconixbrand.com/MG_Spring15/
About Iconix Brand Group, Inc.
Iconix Brand Group, Inc. owns, licenses and markets a growing portfolio of consumer brands including: CANDIE’S (R), BONGO (R), BADGLEY MISCHKA (R), JOE BOXER (R), RAMPAGE (R), MUDD (R), MOSSIMO (R), LONDON FOG (R), OCEAN PACIFIC (R), DANSKIN (R), ROCAWEAR (R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R), WAVERLY (R), ZOO YORK (R), ED HARDY (R), SHARPER IMAGE (R), UMBRO (R) and LEE COOPER (R). In addition, Iconix owns interests in the ARTFUL DODGER (R), ECKO (R), MARC ECKO (R), MATERIAL GIRL (R), PEANUTS (R), TRUTH OR DARE (R), BILLIONAIRE BOYS CLUB (R), ICE CREAM (R), MODERN AMUSEMENT (R), and BUFFALO (R) brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and worldwide. Through its in-house business development, merchandising, advertising and public relations departments Iconix manages its brands to drive greater consumer awareness and equity.
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy’s offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy’s is known for such epic events as Macy’s 4th of July Fireworks® and the Macy’s Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy’s flagship stores — including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, Dadeland in Miami and South Coast Plaza in southern California — are known internationally and leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers and employees, Macy’s helps strengthen communities by supporting local and national charities giving more than $70 million each year to help make a difference in the lives of our customers.
For Macy’s media materials, including images and contacts, please visit our online pressroom at macys.com/pressroom.
Liz Rosenberg Media