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To celebrate its fall collection, Material Girl has launched a campaign themed A Day in the Life, which features its fashion director, Pia Mia.
Material Girl has launched a marketing push titled A Day in the Life, which stars the brand’s fashion director, Pia Mia Perez. Styled by the recording artiste and inspired by her go-to hotspots in Los Angeles, the campaign creative mixes and matches key items from the eclectic collection.
Shot throughout the city, the exercise offers a behind-the-scenes view into what walking in the entertainer’s shoes resembles. Beginning at her favourite coffee shop, where she starts the day with a cup of green tea, the video sees her in an olive green mini-dress paired with velvet strappy sandals.
Next, she heads to her boxing gym to reveal her Krav Maga skills, while looking athletic in the marque’s activewear collection. She then hits the streets of downtown LA and goes where she feels most at home—the recording studio. She dons over-the-knee boots as she works on her latest project.
“The concept behind this fall shoot was A Day in the Life. I felt 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, not afraid to take risks in fashion, and likes to have fun,” said Perez.
To ensure that the authenticity of her signature style would be embodied, she appointed fashion photographer, Solmaz Saberi, for the shoot. Paying homage to her affinity for music and fashion, the main highlights of the fall collection encompass t-shirt and hoodie dresses with rock-inspired graphics.
“Pia personifies the true spirit of the brand. She has grown tremendously both as an artiste and in her role as Fashion Director of Material Girl—doing it all with passion and style,” said Jamie Cygielman, Chief Marketing Officer at Iconix. MG Icon is a joint venture between Iconix, Guy Oseary, and Madonna.
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