Taylor Momsen, Madonna and Kelly OsbourneKelly 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.