Material Girl Launches “Modern Fairytale” Spring 2017 Campaign

MG Icon, the joint venture between Iconix Brand Group, Inc., Guy Oseary and Madonna, unveiled today Material Girl’s spring marketing campaign entitled, “MODERN FAIRYTALE,” starring recording artist and Material Girl Fashion Director, Pia Mia.

The creative was shot by legendary photographer Ellen von Unwerth and is inspired by Pia Mia’s first-ever musical performance in a grade school rendition of Cinderella. Styled by the starlet, MODERN FAIRYTALE showcases a romantic yet playful Material Girl spring collection, honoring the songstress and brand’s commitment to individuality and glamour when it comes to all things fashion. The Material Girl spring looks will also be featured in an exclusive behind-the-scenes video from the shoot, set to Pia Mia’s newly released single, “We Should Be Together.”

“Pia Mia is an enormous talent and her star continues to rise. Her distinct sense of style and innate eye for trends, coupled with her fearless attitude, authentically represents the spirit of the Material Girl brand,” said Jamie Cygielman, Chief Marketing Officer at Iconix Brand Group.

As evident in the stunning campaign imagery, Pia Mia and von Unwerth are a dynamite duo – both with a proclivity for taking risks and celebrating individuality. Shot at a deconstructed mansion in Los Angeles, Pia Mia is captured in a variety of set-ups, first cheekily lifting a barbell in color-blocked Material Girl activewear, then posing royally in a velvet-lined carriage. In one particularly eye-catching shot, Pia Mia can be seen paying homage to her first musical role as she is pictured running from the mansion leaving one of her red Material Girl heels behind for Prince Charming.

“The relationship between music and fashion is really important to me because they are the two major ways that I express myself,” stated Pia Mia. “This shoot was special and rewarding to me because it incorporates where I started. A young girl on Guam with dreams of singing and a passion for fashion. Collaborating with the MG team and with Ellen, to bring to this Campaign, a synthesis of music and fashion, to life, is a dream come true,” continued Pia Mia.

The MODERN FAIRYTALE campaign marks Pia Mia’s second season as Fashion

Director for Material Girl, and the first in which she is modeling looks that directly reflect her design input. “I think we fully slayed,” said the star of the spring collection, designed to take fans from hanging out with the girls to date night. Equal parts feminine and edgy, key pieces include a lipstick red cold-shoulder dress that is ideal for Valentine’s Day, a white textured lace romper and a lust-worthy shimmering bodysuit. Pia Mia’s looks from the campaign, in addition to other pieces that she lves, can be found on under “Pia’s Picks.”

This past fall Pia Mia also starred in an original StyleHaul docuseries based on her role with the brand, giving fans an unfiltered look at her life as Material Girl Fashion Director. The artist, who has collaborated with Chris Brown and Tyga on hits such as “Do It Again”, G-Eazy on “F*ck With U”, Chance The Rapper on “Fight For You”, and on “Boys & Girls”, is currently recording an album with Interscope Records.Material Girl is a fast-fashion junior’s collection available at Macy’s and on in the United States. To stay up to date with the latest news from Material Girl, follow @MaterialGirl on Instagram and Twitter and Like Material Girl on Facebook.