Osbourne has now taken over from the actress/singer following an online search for the next poster girl - and she's revealed Madonna is second-in-command to her daughter at the brand.
She says, "It was so much fun to get to work with Madonna, but especially Lourdes. Lourdes picked out all the outfits, and Madonna oversaw everything. But really it isn't just a publicity ploy. Lourdes does most of the work."