After Lourdes / Lola declared her fashion love for Brit supermodel Agyness Deyn's kooky 80s style last week, we wondered if Aggy might come out of semi-retirement to front the Material Girl collection, which is a collaborative project between Lola and her mum, y'know; Madonna.
But Material Girl is, of course, a junior line, aimed at teens, so even though Aggy has recently been dressing like a toddler from the 1940s, we knew the first 'face' to launch the campaign would have to be more in keeping with that demographic, while still totally owning that crazy, punky-pop sensibility. And then Lola posted a video teaser on her blog, not-quite-showing the new house model. We saw baby-blonde bleached hair, pale skin and goth nails; and we just knew, it was.... Taylor Momsen.
And today that casting choice was confirmed as the first images from the label's debut campaign have been released, showing Little J in all her stroppy glory (and mercifully wearing less lingerie than usual - Madonna-like though that is).
As you would expect from the first joint project from power-marketeers the Ciccone family, this is an inspired choice. Gossip Girl is the tv show of choice for fashion-savvy teens, with a huge audience worldwide. And Momsen will give the clothes a rebellious, dangerous vibe that they probably don't have on the hangers.
Whether or not she's a suitable role model for teens is another matter. Momsen recently bragged about her knife collection saying "I have my favourite black knife with me all the time. It's a switchblade. It relaxes me to flick it." Hmm.
Meanwhile, we can't help but think that this particularly casting choice confirms what we already thought about Lourdes being a bit of a rebel. She did choose an actress who is universally known as Courtney Love's mini-me. Love and Madonna have famously been arch-rivals for years....