NEW YORK, Aug. 16, 2017 /PRNewswire/ -- MG Icon, the joint venture between Iconix Brand Group, Inc., Guy Oseary and Madonna, unveiled today Material Girl's Fall marketing campaign entitled, "A Day in the Life" starring recording artist and Material Girl Fashion Director, Pia Mia. The campaign creative is inspired by the young starlet's LA go-to hotspots. Styled by Pia Mia, "A Day in the Life" stays true to her unique and feminine panache, mixing and matching key items from the flirty and eclectic collection, which celebrates self-expression and individuality for the back-to-school season.
"The concept behind the Fall Material Girl shoot was 'A Day in the Life' so I felt that it was important to incorporate little pieces of me," stated Pia Mia. "I wanted to put a good vibe out there and for this campaign to represent what a Material Girl is: she's confident, she's not afraid to take risks in fashion, and she likes to have fun," she continued.
Photographed throughout the City of Angels, Pia Mia gives MG a behind-the-scenes, unfiltered glimpse at her life for the news ads. Beginning her day at a coffee shop where the recording artist likes to jump start her day with a cup of green tea, the fashionista looks stunning in an olive green Material Girl mini-dress and velvet strappy sandals. The trendsetter gave the look her own personal flair by adding fishnet socks under open toe shoes. Next, Pia Mia takes us to her boxing gym, displaying her impressive Krav Maga skills while looking fierce in Material Girl's eye-catching activewear collection. Later, Pia hit the streets of downtown Los Angeles and ended the day where she feels most at home, the recording studio, sporting lust-worthy over-the-knee boots while hard at work on her latest project.
Bringing the "Day in the Life" concept full circle, Pia Mia cast fashion photographer and dear friend Solmaz Saberi to shoot the campaign. Wanting the images to be as authentic to her signature style as possible Pia stated, "I think it's important when you're shooting a campaign like this to have a connection with the photographer because photos really capture a person's soul, and Solmaz is so good at doing that."
Paying homage to Pia's affinity for both music and fashion, key items of the Fall collection include t-shirt and hoodie dresses with rock-inspired graphics. The Fall 2017 campaign marks Pia Mia's third season as Material Girl's Fashion Director, and the no-apologies girl-boss has proven to be a true force in the industry. Commenting on the partnership, Iconix Brand Group's Chief Marketing Officer Jamie Cygielman stated, "Pia Mia embodies the true spirit of the Material Girl brand. Pia has grown tremendously as an artist and in her role as fashion director of Material Girl, doing it all with passion and style."
The rising star is taking the fashion and music scene by storm. As part of her on-going Material Girl partnership, Pia Mia has starred in a Material Girl docuseries created by StyleHaul and played a live acoustic performance at Macy's Herald Square to hundreds of devoted fans. The artist's favorite Material Girl Looks are curated on the "Pia's Picks" section of macys.com.
Pia Mia is also heating up the summer with her brand-new video, "I'm A Fan." Directed by Justin Francis, the video features Grammy nominated singer/songwriter Jeremih. Inspired by her Guamanian roots, Pia's video is an effortless combination of her confidence and style. "I'm A Fan" is available at all digital retailers now and check out the video HERE.
Material Girl is a fast-fashion junior's collection available at Macy's and on macys.com 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 at www.facebook.com/materialgirlcollection.
About Iconix Brand Group:
Iconix Brand Group, Inc. owns, licenses and markets a portfolio of consumer brands including: CANDIE'S (R), BONGO (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), UMBRO (R), LEE COOPER (R), ECKO UNLTD. (R), MARC ECKO (R), and ARTFUL DODGER. In addition, Iconix owns interests in the MATERIAL GIRL (R), ED HARDY (R), TRUTH OR DARE (R), MODERN AMUSEMENT (R), BUFFALO (R), and PONY (R) brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution 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.
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SOURCE Iconix Brand Group, Inc.