Madonna’s daughter Lourdes has been announced as the new face of Marc Jacobs

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Written by Leah Dolan, CNN

Lourdes “Lola” Leon, daughter of pop icon Madonna, is the new face of the Marc Jacobs campaign of spring 2021.

The American label announced the alliance yesterday with the release of a handful of vivid images from the shoot with accessory collections. In it, Leon is a maximalist’s dream – clad in clashing flowers, knee-high multicolored socks and a caustic lime-green tote. The photos are a new representation of Marc Jacobs’ earlier, more playful campaigns typical of the 1990s.
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10158_12 001 Credit: Brianna Capozzi / Marc Jacobs

According to a brief statement from the brand, the shoot was inspired by “eclecticism and an individualized approach to personal style.”

Leon’s own style is equally boisterous and fanciful, although the 24-year-old singer and model have a fairly unremarkable profile, having only just created a public Instagram account in January.

Building on the decision to appeal to Leon for the campaign, the statement also nodded to a “long history” between Madonna and Marc Jacobs.

Madonna has long been a muse and friend of Marc Jacobs’. In an interview with Vogue in 2008, Jacobs, then creative director of Louis Vuitton, called the Queen of Pop the “ultimate performer”. She starred in two Louis Vuitton campaigns under his direction and wore Jacobs’s eponymous label on the cover of Harper’s Bazaar US in 2016.

Mandatory Credit: Photo by Matt Baron / Shutterstock (5895627cr) Lourdes Maria Ciccone Leon and Madonna Alexander Wang show, New York Fashion Week, USA - September 10, 2016

Mandatory Credit: Photo by Matt Baron / Shutterstock (5895627cr) Lourdes Maria Ciccone Leon and Madonna Alexander Wang show, New York Fashion Week, USA – September 10, 2016 Credit: Matt Baron / Shutterstock

Marc Jacobs’ new spring 2021 collection isn’t Leon’s first foray into fashion. In 2019 she made her debut in a collection video for Miu Miu’s spring range. She has since appeared in a number of high-end streetwear collaborations, including Jean-Paul Gaultier x Supreme and Parade x Juicy Couture. In January, Leon co-directed and starred in a campaign video for a Stella McCartney x Adidas capsule collection.

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10168_23 001 Credit: Brianna Capozzi / Marc Jacobs

The decision to cast Leon marks another step in the brand’s efforts to reach a younger market. In September 2020, to promote the launch of the new Marc Jacobs teen series, Heaven, the label went live on Instagram from a poster-strewn teenage bedroom full of young influencers such as Eileen Kelly, Lilah Summer and up-and-coming Japanese YouTuber Kemio.

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