Tamila Purvis blessed by Madonna and child

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AP via daylife

And you thought Kim Kardashian’s Twitter shoutout to Sylvie Markovina was a PR legup? Overnight, another Australian jewellery brand mentioned in last week's jewellery post, ManiaMania, just got a backpat from Lourdes Leon. Well, kind of. Madonna’s 13 year old daughter is the creative director of Madonna’s new Material Girl junior fashion line for Macy’s which launched a few days ago. Leon is also supposedly blogging for the Material Girl website. But even if she isn’t, the Madonna star factor alone is enough of a spotlight for anyone featured therein. According to bloggers who attempted to log on on the first day, the site crashed due to popularity, with Leon’s first blog post attracting 800 comments and the Material Girl Facebook fan page clocking up 4,900 fans. In a post entitled Rings! Rings! Rings!, accompanying two images - both unsourced - of rings from the year-old Sydney jewellery line, Leon noted:

"How amazing are these rings!?! They are almost like hand armor. They are all by Tamila Purvis form the Rosemount Fashion Week in Australia. The way she mixes up different rings is to die for.

We are seeing great rings everywhere! They are taking over the necklace trend".

It's a safe bet to assume that Leon and/or the Material Girl office spotted ManiaMania's work via British blogger Susie Bubble - who happens to be included on the Material Girl blogroll, was recently in Sydney for RAFW and blogged about ManiaMania on June 21st.

That Style Bubble post does not, however, mention the ManiaMania designers’ names. The brand is designed by Purvis, a well-known Sydney stylist (who works with Zimmermann, among many others) and art director Melanie Kamsler. Nor does the Style Bubble post use the same images that have been featured on Material Girl.

Kamsler does not get a lookin on Material Girl, and nor does the ManiaMania brand name or website, with Material Girl linking specifically to the separate Tamila Purvis website - which has no links to the jewellery site.

Consumers can (eventually) find ManiaMania if they look for it, however, with Google searches on "Tamila Purvis jewellery" quickly bring up references to ManiaMania.

Further down in the post, Material Girl tells you where you can buy some great rings immediately. You guessed it, Material Girl:

"We love these from Material Girl. Three totally different styles. The silver stackable rings have a romantic feel ($18.00), the gold tiger is just right for the daring girl ($16.00), and the large crystal ring is perfect for the vintage type ($16.00)!"

Update 04/07: Mystery solved. The shots are from a May 2 post on Purvis by French superblogger/photographer Garance Doré (who does not feature on the Material Girl blogroll). That post does not mention Kamsler either and nor does it mention the ManiaMania brand, however it does link through to the ManiaMania website, so it's curious that Madonna's outfit did not. Late yesterday, frockwriter managed to track Purvis down - the Material Girl cameo was news to her. But many thanks to Sacha Strebe and Leeyong Soo for the additional headsups this morning.

Purvis isn’t the only Australasian to be blessed by Material Girl Junior. New York-based, NZ-born Gala Darling also features on her blogroll.