Madonna’s Material Girl Line Finally at Macy’s!
by ZaCK, www.absolumentmadonna.fr
The juniors clothing line designed by Madonna and daughter Lourdes, has hit Macy’s stores and Macys.com, today, and it was a huge success.
Alice + Olivia designer Stacey Bendet thinks Madonna is wily to focus on juniors rather than a line for women her own age, something Bendet says invariably turns out “a little cheesy, a little tacky.”
“I’m usually kind of like, ‘Oh, God, there’s another celebrity trying to do another clothing line,” But what Madonna’s doing for a younger market is actually really brilliant and new.”
But the fashion line didn’t only get rave reviews…
Celebrity stylist and author of “The Shopping Diet”, Phillip Bloch predict that the line would be commercially successful, but said he was left feeling slightly “underwhelmed” by the designs…
“The name of the line is fantastic and I think it will sell. There are some good pieces but it’s a bit one-note. She did not give us what we thought we were going to get when the line was announced. I thought we would see versions of some of her older iconic looks. I’m surprised Madonna’s collection is not more Madonna. It’s slightly reminiscent of her “Desperately Seeking Susan” years, but it is very middle of the road, which is interesting for someone who is known for constantly pushing the envelope. The target audience was a smart move, since most 30-somethings are past the point of wanting to dress like Madonna in the Material Girl years.”
17-year-old Jersey City blogger Arabelle Sicardi, the Fashion Pirates writer (whose blog scores 10,000 daily hits) says…
“Madonna is still amazing and everyone should respect her, but it’s the time of Lady Gaga. I love Madonna, but I wasn’t blown away with it. It’s typical girly things that you can find at Forever 21. Honestly, I don’t know a lot of teens that talk about shopping at Macy’s and stuff.”
Louise Roe, a fashion expert on youth-aimed reality shows such as MTV’s “The City, explained…
“This generation knows everything there is to know about Lourdes and probably a lot less about Madonna. The moms who are shopping for their kids will probably connect more to the Madonna thing.”
Of course, Macy’s is urgent to change that. In an effort to catch “fast fashion” retailers like Forever 21, H&M and Zara, the store is attempting something it’s never tried in its 152 years: stocking fresh Material Girl pieces on a daily basis at prices that undercut most of their other junior’s lines. Most of the MG collection - including clothes, shoes, bags and jewelry - retails between $12 and $40, mirroring Forever’s price points.
The Macy’s Herald Square location has sacrificed 4,000 square feet of real estate for the line, and hosted appearances by Momsen today, and Madonna and Lola on Sept. 22.
Check out pictures from the launch of the line and a Madonna outtake from the marketing photoshoot.
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