To launch her new AW17 collection for Material Girl, Madonna has appointed Fashion Director and Brand Ambassador, Pia Mia to work on the marketing campaign. The idea behind the new campaign is “A Day in the Life”, featuring Pia Mia.
The campaign was inspired by the young starlet’s LA go-to-spots. Pia Mia explained: “The concept behind the Fall Material Girl shoot was ‘A Day in the Life’ so I felt that it was important to incorporate little pieces of me. I wanted to put a good vibe out there and for this campaign to represent what a Material Girl is: she’s confident, she’s not afraid to take risks in fashion, and she likes to have fun,” she continued.
The campaign takes us from breakfast, where Pia likes to go for a cup of green tea at her favourite coffee shop, to her boxing classes where she shows off her impressive Kav Magra skills, wearing Material Girl’s activewear collection. She then takes us to the place where she feels most at home – the recording studio of course, where she’s hard at work on her latest project.