Kelly Osborne and Lourdes ‘Lola’ Leon have fun on the Material Girl photoshoot

Macy’s have quite a winning team with Madonna and her daughter Lourdes ‘Lola’ Leon enlisting the help of Kelly Osbourne to create a rather cool series of shots for their Fall 2011 Material Girl collection.

“We have both enjoyed working with Kelly and are thrilled to have her on board for the launch of the Fall 2011 collection,” commented Madonna and her daughter Lola – who both posed with Kelly for a photo after the photoshoot.

Nicknamed MG+NYC, the advertising campaign features Osbourne in and around New York City, from Times Square to Rockefeller Plaza, Soho, the West Village, Little Italy and Chinatown. The interesting catch about this advertising campaign is the personality of Osbourne and Leon shining through in the series of just-released behind the scenes images and the candid behind the scenes video (watch it below).

Osbourne’s winning style distracts you from the fact that the collection, while grungy in a cute way, isn’t exactly awe inspiring but a fitting pairing for the youthful brand.

“I’m really enjoying being the face of Material Girl. I love being part of a brand for girls and having the opportunity to work with Lola who has an amazing fashion instinct. Added to that is the fact that Madonna has been a big influence on my style over the years,” stated Kelly Osbourne.

Material Girl by Madonna and Lourdes ‘Lola’ Leon is available exclusively at Macy’s and

Video: Lola and Kelly Osbourne talk about the Material Girl photoshoot