Kelly Osbourne's "Material Girl" Fall Campaign: First Look!

Having replaced Taylor Momsen as the face of Madonna and Lourdes' clothing line, Kelly Osbourne recently shot the fall campaign for "Material Girl".

With the new ads set to break in September magazine issues, the daughter of Ozzy Osbourne posed in the brand's new offerings at a variety of NYC landmarks including Times Square, SoHo, the West Village, Washington Square Park and at the Top of the Rock.

Releasing a statement on the new Osbourne shoot, Madonna said, “We have both enjoyed working with Kelly and are thrilled to have her on board for the launch of the fall 2011 collection."

With purchases made for display in People StyleWatch, Nylon, Seventeen, Teen Vogue and Cosmopolitan, Dari Marder, chief marketing officer at Iconix Brand Group, told WWD, “Material Girl is so connected to New York, and we wanted to shoot in different locations that expressed the different sides of the Material Girl customer."