Kelly Osbourne's Material Girl Fashion Ads Debut With Online Sneak Peek

Kelly Osbourne Material Girl Ad2

Kelly Osbourne Material Girl Ad2

Set to officially premiere in April fashion magazines, the new ads feature the ex-reality TV star set amidst an East Village backdrop once frequented by company CEO Madonna.

Madonna and her teen daughter Lourdes Leon's Material Girl fashion line offered up a sneak peak Wednesday at its new campaign featuring Kelly Osbourne, who has replaced Gossip Girl's Tayor Momsen as the new face of the line of rocker and retro styles aimed at young fashionistas.

"I take so much of my style from Madonna in the '80s and I really admire how Lola dresses and that she stays true to herself," Osbourne said is a press statement. "It's such an honor to be a part of this campaign and it was an amazing experience to work with Madonna and Lola. Material Girl is incredible because it's high fashion but it is accessible to everyone at Macy's."

Timeless trendsetter Madonna is equally enamored with Osbourne, who covered the singer's 1986 hit "Papa Don't Preach" as a bonus track on her 2002 rock album Shut Up. "Kelly represents a true Material Girl," said the 52-year-old pop superstar. "She is edgy, cool and has a unique sense of style that Lola and I love."

The 26-year-old former reality TV star's role as the new face of Material Girl was announced last month. The collection of vibrant ads feature a svelt and sexy Osbourne hyping MG styles in a series of glam images shot by Brooke Nipar in NYC at Madonna's old East Village stomping grounds, including the popular Mars Bar and Lit Lounge. The campaign is set to officially premiere in the April issues of Cosmopolitan, Seventeen and Teen Vogue.