Livin' in a material world ’cause she's a material girl!
And it's all thanks to Madge's daughter Lola, who is the inspiration behind the label.
"Lourdes has been a fan of Rita for a while and has been to many of her gigs. She persuaded her mum to see her. They met at the Met Ball in New York last week and Madonna admired Rita’s attitude so signed the idea off."
Oh, the Met Gala and it's glorious powers!
Naturally, Rita jumped at the chance at and said yes! In fact, turns out, Rita and Lola have already done a photo shoot for the upcoming campaign!
So maybe that's what she was doing in London last week (below)!
Now, THIS is the kind of blonde ambition we like to see!
[Image via Lia Toby/Jorge Rios/iPhoto/WENN.]