Kelly Osbourne's fashion credentials continue to grow in the US as she crowned as the new face of Madonna's label.

The television presenter is to replace 'Gossip Girl' actress Taylor Momsen, as the face of Madonna and Lourdes' Macy's label, 'Material Girl'.

The label has been searching for a new role model since the start of the year, and asked young fans on their website to write in with their recommendations.

In an interview with Momsen in Grazia, it was speculated that the actress turned out to be "edgier than Madonna bargained for."

Momsen's spokesperson told the magazine the deal was only for six months and came to an end naturally.

A representative for 'Material Girl' said: "We've had a long time crush on Kelly and featured her as one of our 'cool peeps' over the summer. We are so thrilled."

Osbourne said: "To be thought of as an inspiration in that way is brilliant, I hope little girls look up to Lourdes because she doesn't dress too grown up and she always looks so stylish."

Last summer, Osbourne joined the E! Entertainment channel as a runway and red carpet commentator alongside Joan Rivers.