Replacing Taylor Momsen as the face of Material Girl for Macy's, Kelly Osbourne's shoot for the new ad campaign is inspired by Madonna's roots in New York's East Village and was shot in iconic venues in the city. Lourdes Leon (aka Lola), together with her mother Madonna, chose Kelly for their new spokeswoman because of her being edgy, cool, and her unique sense of style. Kelly said in an interview that she still can't believe she was chosen to be the new Material Girl. She says, "I can't believe that I'm actually doing this and working with Madonna and Lola. What I like about it is that it's a brnad for every woman, not just for young girls. They take high fashion and make it affordable and they don't cut the corners." Talking about her style, she says she take so much of her style from Madonna in the 80s and she really admire how Lola dresses and how she stays true to herself.