Taylor Momsen at the Macy’s launch of Madonna’s new line Material Girl
The performer’s enthusiasts were out in force at the Herald Square flagship for the launch of the Material Girl collection by Madonna and her daughter Lourdes, sold exclusively at the store. But while the collection generated lots of buzz at Herald Square, where all the festivities were centered, in other Macy’s outside New York, it was less of an event and drew fewer shoppers.
So while Madonna and Lourdes won’t make an appearance for the line until Sept. 22, when they meet sweepstakes winners at the flagship, they no doubt were closely monitoring initial reaction. Teens with blonde streaks in their black hair and dark eye makeup, dressed in black tulle skirts and leggings, waited for the Herald Square flagship to open. A line wound its way from Broadway to West 33rd Street.
The first 200 customers on line at six Macy’s locations received a bandeau top from the collection and a $10 Macy’s gift card. Taylor Momsen, the face of the Material Girl collection in advertising and marketing, performed an acoustic set later in the afternoon on the junior floor at the Herald Square location. Like her muse, Momsen has sparked controversy lately for her provocative style choices and for smoking.