MG Icon, the joint venture between singer Madonna and Iconix Brand Group, has unveiled details of its autumn 2010 marketing campaign for its newly created junior brand Material Girl.

The multi-media marketing campaign features actress and musician Taylor Momsen and will appear nationwide in the US in print, cinema, outdoor, online and in-store. Momsen currently stars in the show, Gossip Girl and fronts the rock band, The Pretty Reckless.

Madonna said: "Taylor has a cool sense of style that's unique and fits with the Material Girl look."

The collection will launch exclusively in select 200 Macy's stores across the US and on www.macys.com on 3 August for the back-to-school season.

To support the launch, a national advertising campaign will appear in August and September issues of fashion, lifestyle and entertainment magazines such as Teen Vogue, Seventeen, Nylon and Cosmopolitan amongst others, be heavily integrated online and appear in cinemas throughout the summer.

Dari Marder, chief marketing officer, Iconix Brand Group, said: "Taylor is a Material Girl, she has the ability to carry off numerous looks- edgy, rocker, flirty - which is exactly what the brand represents. It's all about expressing your own individual style."