First look at Georgia May Jagger as the face of Madonna and daughter Lourdes' Material Girl fashion line

Madonna and her daughter Lourdes revealed Material Girl's fall 2012 advertising campaign today featuring Georgia May Jagger as the face of the junior label.
Daughter of Mick Jagger and Jerry Hall, Georgia May's rock parentage made her a perfect candidate to follow Kelly Osbourne for the new collection.
In a statement released by Iconix Brand Group, Madonna and 'Lola' commented: 'We think Georgia May has great style and perfectly captures the energy and free spirit of the Material Girl Fall line'.

Pop chic: Georgia May Jagger as the new face of Madonna and Lola's clothing line Material Girl

The 'access all areas' theme of the campaign compliments the pop star's current touring schedule, showing the young model, 20, posing as a VIP at an MDNA concert.

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Snapped at an actual rehearsal for the show at the Nassau Coliseum, the photographs show her on stage and in the wardrobe room as well as backstage.

Flirty: The photographs were snapped backstage and during a rehearsal for Madonna's MDNA tour

Sizzling: The daughter of Mick Jagger and Jerry Hall is no stranger to the VIP treatment at stadium concerts and had a nostalgic time on the shoot

Say 'rock n roll': The theme for the fall 2012 campaign is 'access all areas', one to which Miss Jagger is no stranger

Though no stranger to the environment, Georgia May gushed: 'I had so much fun shooting this campaign. I spent a lot of my childhood backstage hanging out around amps.

The girls: Madonna and her daughter Lourdes feel the model is the perfect face to follow Kelly Osbourne as the face of the brand

'That was where we chilled when we were younger. So this photo shoot brought back a lot of memories.

'I have always admired Madonna’s music and style; she is constantly reinventing herself.'

The clothing is rock chic fun with flirty florals, checks and leather.

Aimed at teens with a punk-pop sensibility, the campaign debuts just before they return to school after the summer.

And the mother and daughter team behind the label are not the only ones to be thrilled by Miss Jagger's agreement to represent the brand.

Martine Reardon, chief marketing officer at Macy's where the young clotheshorse will make a personal appearance to promote the line, stated: 'Georgia May Jagger is the perfect star for the Material Girl fall campaign.

'Macy's customers love the collection's fresh fashion and will be inspired by Georgia's personal style and classic beauty.'

Fans of the Material Girl and indeed the collection will also be able to win tickets through the brand's Facebook page.

A multi-media campaign featuring the young starlet will launch in August issues of fashion glossies and online.

For Miss Jagger the new campaign adds to a resume that already includes H&M, Rimmel and Versace.

Kelly Osborne starred in an earlier Material Girl campaign following Taylor Momsen who appeared in her trademark kohl eye liner.

Video: Behind the scenes on the shoot...

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