Madonnarama breaks the news—and I mean it that way, too—that Kelly Osbourne is the new face of Material Girl for 2011, replacing Taylor Momsen.

I don't really get using a 26-year-old...I think of Material Girl as being a more junior fashion line. And I'm not much a fan of Osbourne's (or of the Osbournes), though she seems "nice" in a Kevin Costner/Blond Ambition way.

In the first image released, it's almost like they're trying to make her look like Madonna! (Not Lola.)

Well, I guess Osbourne is popular and this will get the line some continued attention.