Kelly Osbourne has been named the new face of Madonna‘s Material Girl fashion line.

Osbourne, who once called herself an “ugly duckling,” replaces ‘Gossip Girl’ star Taylor Momsen, according to a tweet from the company.

Material Girl is a year-old juniors design collaboration between the iconic music superstar and 14-year-old daughter Lourdes. It’s sold exclusively at Macy’s.

“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 coming weeks,” her rep confirmed in a statement.

Material Girl launched in 2010 with rebellious Momsen as its face. Late last year though, Lourdes blogged that the label was “desperately seeking” a new face.

Osbourne, who slimmed down considerably after an image-altering turn on ABC’s ‘Dancing With the Stars,’ has updated her look from goth to glam.

“I’ve spent the last few years trying to figure out who Kelly Osbourne is, from addiction to awards and fashion faux pas,” she writes on her official blog.

Things seem to be looking up for Osbourne, who earlier this month was seen with British musician Rob Damiani, after a long funk from breaking up with Luke Worrall last summer

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