Kelly Osbourne is a material girl.
The E! Fashion Police co-host, 26, will take over the spokesperson role previously held by Gossip Girl star Taylor Momsen.
"Material Girl is thrilled to confirm that Kelly Osbourne is the new face for 2011! We will be sharing all the details on this exciting new campaign in the upcoming weeks," the rep confirms to UsMagazine.com.
Material Girl, designed by Madonna and her 14-year-old daughter, Lourdes, launched last summer with Momsen, 17, as its first spokesperson. On January 11, Lourdes, who writes the fashion label's blog, announced the line was "desperately seeking" a new face.
Osbourne, it seems, was the natural choice. "Kelly's always been a massive fan of Madonna and recently heard Lourdes idolized her, which she was very flattered by. It's a huge coup," a source told Britain's Sunday Mirror.
The replacement is the latest hiccup for Momsen: In November she was reportedly suspended from Gossip Girl due to bad behavior. And in a December interview with Revolver magazine, Momsen blamed her parents for her "miserable attitude," which she later apologized for.