The popstar, who is dating Calvin Harris, is seen strutting the streets of Miami, posing at various hot spots in the city – the Welcome to Miami sign, Ocean Drive and the Raleigh Hotel pool.
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The 23-year-old is seen sporting a series of patterned ensembles as she frolics in the sun.
"I don't think there are any rules in the fashion world and Material Girl is a wonderful way to really express yourself," said Rita of the spring campaign.
Madonna and Lola, meanwhile, were quick to sing Rita's praises. "Rita is the perfect fit," they said. "She is a style icon who knows how to have fun with fashion.
"Rita is fearless when it comes to fashion and expressing herself. We love her personality and think she perfectly embodies the spirit of Material Girl."
The line is available exclusively at Macy's in the United States.