Madonna / Material Girl
When Madonna was considering the launch of an apparel brand, based largely on her desire to collaborate with her daughter, Lourdes, she asked us to explore ideas around using inspiration from any one of the mega hits she's created over the course of her illustrious career. We embarked on a feasibility study that involved name creation, lifestyle branding, apparel design, accessory design, and a private runway show for the final presentation of three distinct concepts.
Service
Naming, Brand Feasibility, Creative Direction, Apparel Design, & Branding
Based on our fashion experience at Ed Hardy, and with Christian Audigier as the creative catalyst for this project, we designed a collection of distinctive young women's apparel groups built around three concepts: Material Girl, Erotica, & Ambition. We created three custom wardrobe cabinets, each one illuminating a separate design and lifestyle direction to fit the name. We designed and manufactured small apparel "capsule" groups, envisioned related lifestyle accessories, and presented everything in the wardrobes. The work was in-depth and we drew upon our experience as apparel designers and branding experts to bring each of the collections to life.
Material World
The goal of this project was to study and then identify the best options for Madonna to brand her clothing line. The possible choices were vast based on her prolific career as a writer and performer. In the end, Material Girl emerged as the favorite. The work involved ideation, branding, apparel design, and the production of a runway show that Madonna attended. Within a few months, the Material Girl brand was acquired by Iconix Brand Group in New York. Their highly experienced team developed it as a seasonal, young women's apparel collection that is sold in department stores nationwide.
