Madonna and Macy's have teamed up to bring us the "Material Girl" line -- and it's making me feel old. It's not hard to see why: this is a line that squarely targets tweens and teens, not their mothers. The looks are classic 80s, pieces I remember wearing when I was in high school (although I had to cobble my "Like a Virgin" inspired outfits together myself, instead of buying them premade at Macy's). "Gossip Girl" star Taylor Momsen is the face of the line (I had to Google her; the only semi-famous blonde Taylor I could think of was Rachel Zoe's ex assistant, but that's an entirely different person, it turns out). And Madonna's 13-year-old daughter Lourdes is doing dual duty as both "muse" and blogger for the line ("Helluuur thurrrr, I’m Lola and this is my first blog entry so it’s kind of like ummmm….")
I'm not going to pick on Lola for being a tween -- she's no Tavi, sure, but she knows her audience. "Material Girl" isn't a line for grown up women, it's clothes for tweens, so Lola's pronunciations on fashion -- "OK but no joke gladiator sandals are OUT. They came out in summer 2008 and I was like, ok those are really cute. Then 2009 comes around and people are still wearing them so I’m like, ok whatever it’s just a phase. BUT NOOOOO. Because good old 2010 is now coming along and people are STILL wearing them, and then I was just like OK NO! It’s been three years people COME ON!!!!!!!!! I’m just like what????" -- are appropriate, even if it does make my eyeballs hurt a little to read her actual text.
Also, how many of us would have killed at 13 to have a fashion line revolving around our taste? I know I would have, and the line would have looked just like this one.
Maybe in the end that's the real reason I'm so unenthusiastic about "Material Girl." The entire line feels like a 40-something-year-old mom's version of what she wants her tween to think is cool, an odd walk down memory lane to a time when Mom was young and optimistic and able to wear a bustier and tulle skirt in public without anyone looking twice. I'm also not all that excited about the whole celebrity-turned-designer aspect, or it's new incarnation, celebrity kid as designer (did you read this week where Suri Cruise is "designing" clothes? Oh sure, they're her clothes, but still). I'm nostalgic, I suppose, for a time when tweens created their own looks, like my friends and I did when we were Lola's age, rather than running to the mall to buy some other tween's idea of what's hot.
Or maybe I'm just getting old.
What say you -- does Macy's "Material Girl" line appeal to you? Is your tween excited about these pieces? Or do you find yourself proudly wearing a pair of gladiator sandals, circa 2008?