taylor momsen madonna material girl launch macys.jpgAre the days of frenzied queues for celebrity "designed" fashion lines finally over? According to the shoppers at launch of Madonna's Material Girl, maybe. Besides at Macy's Herald Square store, where all the festivities were taking place and where face-of-the-label, Taylor Momsen performed, all was relatively quiet.

Neither Madonna or daughter Lourdes, who helped style the collection will make an appearance for it until September 22, when they meet competition winners. Nevertheless, this didn't stop eager customers, some of whom dressed up in Eighties garb to channel the Queen of Pop.

NEW YORK - AUGUST 03: Elaine Chez and Camille Terry with pieces from the Material Girl clothing line by Madonna at the Material Girl clothing line launch at Macy's Herald Square on August 3, 2010 in New York City. (Photo by Jemal Countess/Getty Images)

While Madge's teen customer base seemed to love the clothes, others haven't been quite as impressed. Celebrity stylist Philip Bloch said he felt slightly "underwhelmed" by the range.

"The name of the line is fantastic and I think it will sell," he said. "There are some good pieces but it's a bit one-note. I thought we would see versions of some of her older iconic looks."

Material Girl is now available to shop online - check it out here.