Georgia May Jagger for Material Girl Autumn 2012 Campaign

Last month I blogged about Georgia May Jagger's new ad campaign for Material Girl, the fashion line co-founded by Madonna and her daughter Lourdes (Lola). Now it is time to reveal the photos from the campaign, which were taken backstage at a rehearsal for Madonna's MDNA tour.

Georgia May Jagger for Material Girl Autumn 2012 Campaign

In a clever bit of promotion, Madge has managed to marry her concert tour with the ads for her juniors line by getting the 20-year-old British model to pose in these "access all areas" style of shots. The autumn campaign shows Georgia as a VIP guest, modelling on a music stage, next to speakers, in the dressing room and on top of backstage equipment. These images were taken at the Nassau Coliseum on Long Island, where Madonna held rehearsals to prepare for her MDNA tour which began in Tel Aviv on May 31.

Georgia May Jagger for Material Girl Autumn 2012 Campaign

Of course being the daughter of Rolling Stones legend, Mick Jagger, Georgia has her own personal association with music and rock 'n' roll. "I spent a lot of my childhood backstage hanging out around amps," she said. "That was where we chilled when we were younger. So this photo shoot brought back a lot of memories."

"We think Georgia May has great style and perfectly captures the Material Girl fall line," added Madonna.

Georgia May Jagger for Material Girl Autumn 2012 Campaign

The campaign is due to break in August and will comprise of print, online and outdoor advertising. Georgia will also make an appearance at Macy's stores throughout Autumn to further promote the Material Girl line. Previous brand ambassadors have included Kelly Osbourne and Gossip Girl's Taylor Momsen.