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Rita Ora is Madonna's new 'Material Girl'

12 JUNE 2013

Madonna and her daughter Lourdes have confirmed that Rita Ora has been cast as the new global face of their lifestyle brand, Material Girl.

Rita, the world-renowned singer and protégé of Jay-Z, will star in the label's new marketing campaign, which will be unveiled in July.

Madonna and Lourdes, who is known to her inner circle as Lola, said, "Rita is a talented beauty but what really drew us to her is the confidence she oozes through her music and her unique sense of style. On stage or off, in photos or on the street – she's a magnet! This is what the Material Girl brand is all about."

 



Lourdes is thought to have initiated the collaboration, which earned Rita a reported fee of £500,000.

"Lourdes has been a fan of Rita for a while and has been to many of her gigs," a source told The Sun. "She persuaded her mum to see her."

However, it has been revealed that Madonna and Rita met for the first time earlier this month at the Sound For Change concert at London's Twickenham Stadium.

The source revealed that Rita was delighted with the decision to hire her for the job. "Rita jumped at the chance because she's such a fan of the Queen of Pop," the insider added.

"She also hopes it will help her crack the States in the same way she has the UK."

The 80s-inspired brand was launched in 2010. It is only sold in Macy's stores in the US and Canada but it is due to arrive in England in June.

Rita follows in the footsteps of Kelly Osbourne, Georgia May Jagger and Taylor Momsen, who are all previous models of the range.

This isn't Rita's first venture into modelling . The best friend of model Cara Delevingne was signed to Next Models in 2012 and shortly after replaced Alexa Chung as the face of Superga.

Rita recently debuted her relationship with fellow music artist Calvin Harris. Her new relationship came after a bitter split with Rob Kardashian earlier this year.

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