Always a step ahead of everyone else, Madonna has tapped singer Pia Mia as the new face and first ever fashion director for her juniors fashion line, Material Girl. This is not the first time Madonna has harnessed the power of up-and-coming stars, having used Zendaya, Rita Ora, and Sofia Richie in previous campaigns.
Pia Mia first found fame at 13 through Youtube videos of her singing. She has since racked up an Instagram following of 4 million, collaborated with Chris Brown on a song, and was famously featured on a Vine posted by Kim Kardashian. Her style, which is composed mostly of midriff baring crop tops, utility jackets, and tomboy-esque accessories, is relevant, and on brand for the young audience Material Girl targets.
To expand reach on social media, Material Girl has partnered with StyleHaul to produce a docu-series on Pia Mia’s life, highlighting her new role at Material Girl.
With Rihanna as the creative director at Puma and Sarah Hyland’s recent announcement as the creative director of Candie’s, we’ve offically entered the next wave of celebrity fashion lines.
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