MIAMI — The Macy’s store in the Dadeland Mall in Miami-Dade County’s Kendall community is among venues picked for casting calls for the “Lucky Stars” model search headlined by Madonna and her daughter Lola.
The contest is being promoted by MG Icon, a joint venture among Iconix Brand Group Inc., Madonna and Guy Oseary as part of their spring 2012 marketing initiatives for the Material Girl brand, which is available exclusively at Macy’s.
The brand’s advertising campaign will take on a new direction for spring by hosting the nationwide casting calls for the next “Lucky Stars” to appear in the national marketing campaign.
The model search was slated to launch this Wednesday in New York and end on Nov. 21 online at materialgirlcollection.com
A celebrity-driven panel of judges, led by current Material Girl spokesperson Kelly Osbourne, will be on the lookout across the country for the next Material Girls.
The “Lucky Stars” casting calls will be held at five of Macy’s flagship locations, including Dadeland, where it will take place at 6 p.m. Friday, Nov. 4.
“This is not your standard model search,” Madonna and Lola said in a statement announcing the contest. “It's more about attitude. We are looking for a stylish, adventurous, creative free spirit. We're both looking forward to meeting the 10 finalists in New York in December."
According to Martine Reardon, Macy’s executive vice president of marketing, the casting call “is a fun way to reach the millennial customer who is eager to find new ways to express herself through fashion and technology.”
“This unique opportunity allows Material Girl and Macy’s to find the next ‘Lucky Stars’ among this growing customer group who will represent the energy and individuality of this brand,” Reardon said.
Material Girl contestants should take along a photograph of themselves and be prepared to tell the judges why they should be the next Material Girl.
Contestants may also upload their photograph to www.materialgirlcollection.com and explain in 100 words or less why they should be selected as one of Material Girl’s “Lucky Stars.”
The judges will shortlist the entries to 36, which will be placed online at materialgirlcollection.com to be voted on by the public. It will then be narrowed to 10 finalists who receive the most votes. They will be flown to New York City, where Madonna and Lola will choose the winners and the new faces of Material Girl’s spring 2012 campaign.
The winners’ ads will debut in fashion and lifestyle magazines and be part of a digital and outdoor campaign and in-store Macy’s marketing collateral and they will receive a $5,000 cash prize.