'Macy's for the Material Girl'

Madonna with daughter Lourdes Leon

This celebrity may be known best for reinventing herself, but not this time around. Looks like celeb Madonna will be the one inventing a new fashion line - sold only at Macy’s to teens.

Madonna’s trendy daughter Lourdes Leon, 13, is on hand to help with the collection of clothing, handbags, footwear and jewelry due to arrive in stores August 3. Dubbed the ‘Material Girl’ collection, the exclusive line will consist of affordable ‘Back to School’ pieces from $12 to $40.

Forget the iconic cone-shaped Madonna bra that equally made its designer Jean Paul Gaultier famous. But in keeping with the eighties’ ‘Material Girl’ that we remember so well: lace gloves, frilly skirts, oversized tees knotted at the waist and leather jackets.

Sketches from the 'Material Girl' collection

There will be some of that (updated and redesigned to suit its young target customer) and a few plaid shirts, tulip-shaped skirts, vests and studded accessories.

Rumors started to swirl about Madonna’s possible collaboration earlier this year. (Macy’s is licensing the line from Iconix Brand Group.)

But the gossip seemed unlikely. Besides, a deal with Macy’s doesn’t at all seem like something Madonna would do. Or would she? Have we forgotten about Madonna's M collection at H&M some years back?

Typically ahead of the curve, Madonna the designer falls behind the rest of Hollywood with its own fashion lines in department stores: Gwen Stefani, Jennifer Lopez, Kimora Lee Simmons, Jessica Simpson, Britney Spears, Miley Cyrus, Selena Gomez, etc.

It’d be curious to see how the “Material Girl” collection unfolds, compared to Madonna’s past music and fashion endeavors.

Already to come this week is a personal blog from Leon, who will be heading to Macy’s Herald Square location with her mother Sept. 22 to highlight the launch. The 13-year-old serves as a ‘creative consultant’ of sorts for the brand, sitting in on meetings and even styling the campaign images.

But "Lola" will not be carrying the brand. Later this month, an unbeknownst teen celebrity in the will be revealed as the face of the brand – with advertisements set to print in the fall issues of Teen Vogue, Seventeen and Cosmopolitan.

My guess is Zoe Kravitz. Who’s your pick?

Whoever it is, let’s see if the “Material Girl” can bring the teens back to its stores and away from other fast fashion retailers like H&M and Forever 21.

-S. Gonzalez

*Photos courtesy of www.opposingviews.com; www.cdn.picapp.com