The Material Girl Goes Private Brand.

Madonna will release a new Private Brand of juniors clothing for Macy’s in August, just in time for little material girls all over the country to buy clothes for back to school. Unfortunately, you can’t see the real line yet, but Macy’s released sketches from the collection, called Material Girl and channeled through the hip young eyes of Madonna’s daughter Lourdes According to a press release, Lourdes, 13, helped her mom create the Private Brand fashion line in connection with Madonna’s partners at Iconix Brand Group Inc. “We look forward to working with Madonna, Lourdes and the Iconix team,” said Jeff Gennette, Macy’s chief merchandising officer. “Madonna is a fashion icon who can bring a new dimension to our juniors customer.” Prices on the “Material Girl” line will range from $12 to $40, with plans already in place to introduce perfume and other beauty products beginning in 2011.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.