Rita Ora new face of Material World by Madonna

EVEN with a name as famous as Madonna, a fashion label baring just her moniker isn't a guarantee of success - so they've enlisted the help of Rita Ora.

Meet Madonna?s new face

HIGH profile fashion brands are always looking at ways to re-invent themselves and carve out a following that extends beyond their original band of fans.

Even with a name as famous as Madonna, a fashion label baring just her moniker isn't a guarantee of success.

Cleverly, Madonna and child (her savvy daughter Lola Leon) have enlisted the face, brand and body of Pristina-born Rita Ora to front their label, Material World by Madonna.

And as far as successful celebrity collabs go, it looks set to be a fashion world hole-in-one.

"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,'' Madonna (and child) in tandem, are quoted as saying.

"On stage or off, in photos or on the street - she's a magnet. This is what the Material World by Madonna brand is all about.''

The range is inspired by 'a style icon' and is made up of pieces designed for fashion forward teens and young women aged 14- 24 years who are "spontaneous, fearless and creative with an interest in music and the arts."

Ms Ora follows previous 'Material Girls' like Georgia Jagger, Kelly Osbourne and Taylor Momsen who have all modelled for the fashion label.

The hugely popular 22-year-old performer confirmed the news to her over 3 million Twitter fans (who she's nicknamed her Ritabots) when she posted "Joining forces with Madonna and Lola," she said. "It's official Ritabots - I'm the new face of Material Girl!"

According to Aussie department store Myer, who have just announced they will be stocking the new collection via Miss Shop, The Material World by Madonna range embodies the 'now' generation and think Rita Ora is a perfect fit.

"Rita exudes a coolness that young girls aspire to and is the perfect fit for a brand that is targeted at fashion savvy teens who express themselves through fashion and are inspired by music and the arts,'' says Myer Group General Manager of Women's Fashion, Nicole Naccarella.

The new season Material World by Madonna collection will include festival looks (hello Coachella and Big Day Out) as well as combining graphic jailbird stripes, digital prints, embroidered accents, soft chambray styles and lurex threads. As well, colours will include soft hues of greys and chambray blues with a highlight of coral.

The (very) affordable clothing range will be available in 50 Myer stores nationally in the Miss Shop department from August.