Kelly Osbourne’s Material Girl Fall Ad Campaign

Photo courtesy of Material Girl
Spec-tacular! First look at Kelly Osbourne's new Material Girl campaign.

Kelly Osbourne is ready to take another bite of the Big Apple.

After paying tribute to the East Village in her début campaign for Madonna's Material Girl line, the rock royal gets into full "I Love NY" mode for the label's Fall 2011 ads.

Both Madonna and daughter Lourdes (aka Lola) were on the scene to help style the Manhattan-inspired images, which sees the British beauty hitching a ride on a double-decker bus and posing against a backdrop of New York City landmarks like the Empire State Building.

Rocking hot pink lips, long blonde waves, tats, and, in one shot, Lola-esque specs, Osbourne models the latest collection—think floral-print sundresses, ikat skirts, and a Union Jack tee—as she pounds the pavements of Chinatown, Little Italy, Times Square, Soho, the West Village, and Rockefeller Plaza.

christina hendricks
Photo courtesy of Material Girl
Sky's the limit: Osbourne raises the roof in one of her new Material Girl ads.

"I'm enjoying being the face of Material Girl so much," the E! Fashion Police co-host says in a behind-the-scenes video. "I never expected it to be as much fun as it actually is. From the minute we walk in, to the minute we leave, we laugh the entire time ... It's so much fun to hang out with Lola all day and do weird things that I normally never would do, like walk through Times Square with a camera.

"It's the fun, cheeky girl inside of everyone, and getting to take pride in yourself. It's young, high-fun-fashion, and to have it so easily accessible at Macy's is just fantastic."