Madonna’s daughter Lourdes Leon has been chosen to be the new face of Marc Jacobs’ Spring 2021 campaign. Indeed, this choice has been explained as the fashion brand aiming to reach a younger market, and wanting to develop itself by being more accessible to the younger generation.
The 24-year old model star was adorned in florals, pastels, and Mary Jane-style shoes, with Leon carrying colourful tote bags while sprawled out in front of an all-white background, for the campaign imagery.
It is not her first foray into fashion, she made her debut in 2019 with a collection video for Miu Miu’s spring range. Since then, she has collaborated with well-known fashion designers on campaigns such as Jean-Paul Gaultier x Supreme and Parade x Juicy Couture.
Before her Marc Jacobs collaboration, to begin the year Leon co-directed and starred in a campaign video for a Stella McCartney x Adidas capsule collection.
Marc Jacobs have described Leon’s shoot for their Spring 2021 collection as a “reimagination of Marc’s iconic and playful ’90s campaigns”.
According to the company, “Lourdes represents the new generation of Marc Jacobs and is closely tied with the brand given that she’s Madonna’s daughter, who is a longtime muse and close friend of Marc’s“.
When Jacobs was Louis Vuitton creative director, he called Madonna the Queen of Pop the “ultimate performer”. She starred in two Louis Vuitton campaigns under his lead and wore Jacobs’ eponymous label on the cover of Harper’s Bazaar US in 2016, and we can see that her daughter Lourdes is continuing this partnership.
Lourdes seems to have her great fashion career fully on the roll, check out some of her looks from the Marc Jacobs collection below.