Madonna and her 14-year-old daughter, Lourdes "Lola" Leon, have designed a juniors line for Macy's called Material Girl. But will the edgy style prove too sexy for teens -- and the parents they're shopping with?
The nation's big retailers are betting on exclusive lines to ring up back-to-school sales, and also targeting kids and teens where they wile away the hours -- online -- with digital campaigns designed to both entertain and stoke a social-shopping experience tailor-made for the tech-savvy generation.
Macy's is going into business with Madonna to sell the new line of clothes and accessories the music icon designed with her teenage daughter, Lourdes. The Material Girl brand, which will be priced to appeal to teens, revives and revises some styles from the star's 1980s heyday.