Material Girl Fall Ad Campaign - Behind the Scenes With Madonna, Taylor Momsen, and Lourdes

by Mark Marino (Subscribe to Mark Marino's posts)
Posted Jul 28th 2010 at 3:55PM

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Talk about a hands-on mom! When shooting the Fall 2010 ads for Material Girl, the juniors collection she co-designed with daughter Lourdes Leon for Macy's, Madonna not only supervised the action but also styled campaign star Taylor Momsen.

In exclusive behind-the-scenes footage from the photo sessions (above), a makeup-free Madonna, 51, is seen putting the finishing touches on several of Momsen's outfits, which include such pieces as a red tartan jacket, a floral miniskirt, a studded leather motorcycle jacket, and, of course, multiple strands of necklaces.

"A Material Girl is a girl that is interested in fashion and interested in music and interested in fun," Madonna, wearing a fringed leather jacket and fingerless gloves, explains in the clip. "And has a sense of humor."

Taylor Momsen Madonna Lourdes Material Girl Campaign

Taylor Momsen poses for Madonna's Material Girl Campaign. Photos courtesy of Macy's

She might as well have been describing daughter Lourdes, who is seen laughing while wearing an '80s-inspired ensemble of a hat, a slouchy gray off-the-shoulder shirt and vest, and floral leggings.

"I really like the way Lola dresses, and I think this line is an extension of her taste," says Madonna, who wears a black dress and chain-link necklace in another scene from the clip.

According to Momsen, 17, "Lola was here all day. She helped style the shoot." And the 13-year-old fashionista definitely took her job as co-designer seriously, appearing deep in thought while conversing with the crew and during each setup.

As for what it's like working with Madonna and child, Momsen says, "I'm psyched to be the face of Material Girl. It's awesome. It's Madonna, so you know it's going to be cool."

Judge for yourself when the Material Girl collection arrives at Macy's on Aug. 3. And if you're in New York City, visit the Herald Square flagship store between 5 p.m. and 7 p.m. that day to see Momsen, lead singer of the band The Pretty Reckless, perform live.