Material Girl is a juniors design collaboration between Madonna and 14-year-old daughter Lourdes, sold exclusively at Macy's in the U.S. It launched in 2010 with rebellious Momsen as its face, but late last year, Lourdes blogged that the label was "desperately seeking" someone new to represent the brand.
"Material Girl is thrilled to confirm that Kelly Osbourne is the new face for 2011. We will be sharing all the details on this exciting new campaign in the coming weeks," her rep confirmed in a statement.
"I've spent the last few years trying to figure out who Kelly Osbourne is, from addiction to awards and fashion faux pas," she writes on her official blog.
Turns out the E! Fashion Police co-host is part of a mutual admiration society with Madonna's clan.
"Kelly's always been a huge fan of Madonna and recently heard Lourdes idolised her, which she was very flattered by. It's a huge coup," reports the Sunday Mirror.