Material Girl Kelly Osbourne came to New York's East Village Jan. 18 to shoot her new campaign for the line designed by Madonna and her daughter Lourdes "Lola" Leon.

Shot at a beloved local dive called the Mars Bar (motto: "Daycare for Drunks"), Osbourne posed for the campaign while Madonna and Lola were on set.

The location is barely a block away from the legendary downtown punk and rock club CBGB (now a John Varvatos store), where Madonna made some of her earliest appearances as a young artist.

Lola styled the looks that Kelly wore, and photographer Brooke Nipar shot the campaign.

Material Girl is available exclusively at Macy's.