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

Madonna's daughter announced as the new face of Marc Jacobs
Madonna's daughter announced as the new face of Marc Jacobs

The American label announced the alliance yesterday with the release of a handful of vibrant images from the accessory collection shoot. And the photos exude the same rebellious spirit that has long been a signature of her mom, Madonna.

The 24-year-old model rocks long red hair and matching red nails in photos for The Marc Jacobs Spring 2021 campaign, released on Tuesday, Feb. 16.

In one image, Lourdes, who also goes by Lola, is wearing a floral top with rainbow-hued striped socks, while another look features a sparkly bra, colorful headdress and sneakers.

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

Marc Jacobs’ new spring 2021 collection isn’t Leon’s first foray into fashion. She made her professional modeling debut at age 19 in 2016, while she was still a student at the University of Michigan.

In 2019, she made her debut in a collection video for Miu Miu’s spring range. Since then, she’s appeared in a number of high-end street wear collaborations, including Jean-Paul Gaultier x Supreme and Parade x Juicy Couture. This January, Leon co-directed and starred in a campaign video for a Stella McCartney x Adidas capsule collection.

The decision to cast Leon marks another step in the brand’s attempts to reach a younger market. In September 2020, to promote the launch of the new Marc Jacobs teen range, Heaven, the label went live on Instagram from a poster peppered adolescent bedroom filled with young influencers like Eileen Kelly, Lilah Summer and rising Japanese YouTuber Kemio.