The queen of pop launched her clothing brand with daughter Lourdes in mind in 2010, taking the name from her 1984 hit single. It's grown in popularity over the years, with big names like Kelly Osbourne, Rita Ora and Zendaya all modelling pieces for the label. Now Pia, who boasts musical collaborations with Chris Brown and will.i.am, is the latest star to be the face of the company, as well as its first-ever fashion director.
'Her creativity, confidence and unique sense of style make her a perfect addition to the brand,' Madonna told WWD of the 19-year-old singer.
Pia was discovered on YouTube when she was just 11 years old, and now has a deal with Interscope Records along with several acting roles to her name. Her edgy look, including regularly wearing bandannas in her hair and quirky jewellery, has landed her four million followers on Instagram and winning the job for Material Girl is the icing on the cake for Pia.
'The fact that Madonna chose me to do this literally makes me die,' she gushed while posing for her advertisements, set to break in July.
'We think Pia will bring her distinct perspective to the clothing as well as the overall voice of the brand,' Preeti Singh, senior director of marketing for the women’s division at licensing company Iconix Brand Group Inc., said. 'Lending both her fashion and social influence will not only bring fresh energy and elevate brand recognition, but as a vested ambassador for Material Girl, she has already proven her passion to see this partnership be a success.'
The collection is aimed at girls aged between 16 and 24, with pieces retailing from $20 (£14) to $70 (£48). There's everything from dresses, biker jackets and footwear available, all of which Pia is thrilled to wear in campaigns having rocked Material Girl herself since she was 13. The partnership is scheduled to last for 16 months, but there's apparently room for it to continue after this period.