Kelly Osbourne, Madonna in Fall ‘11 ‘Material Girl’ Clothing Line Push

Kelly Osbourne Material Girl Launch 2011
Jason Merritt/Getty Images

LOS ANGELES, CA - MARCH 24:  Actress Kelly Osbourne arrives at the launch of Madonna's "Material Girl" clothing line at Macy's Beverly Center on March 24, 2011 in Los Angeles, California.

The pop star and her daughter join Kelly Osbourne in announcing a big advertising push for their fall “Material Girl” collection for girls.

Madonna’s “Material Girl” is not just a pop song that ruled the charts in the 1980s, it’s a clothing brand for tweens.

The joint venture between the singer and Iconix brand group (MG Icon) announced Wednesday that Kelly Osbourne will take on an even bigger role in the line as the year unfolds (it's Osbourne's second year with the brand).

“We have both enjoyed working with Kelly and are thrilled to have her on board for the launch of the Fall 2011 collection," said Madonna (and her daughter Lola), per a press release.

A multi-media marketing campaign kicks off in September to increase awareness of the brand, with fashion and lifestyle magazines such as Nylon and Teen Vogue among the first ad buys for the brand.

"I'm really enjoying being the face of Material Girl,” said Osbourne, who will also make personal appearances on behalf of Material Girl at select Macy’s stores later this year.

“I love having the opportunity to work with Lola who has an amazing fashion instinct,” she continued. “Madonna has been a big influence on my style over the years," Osbourne added.

Print advertisements for the fall line are heavily New York-centric (the campaign is dubbed "MG+NYC") and feature Osbourne in a series of ads shot in well-known Manhattan locations.