Madonna’s daughter Lourdes announced as Marc Jacobs’ new face

Madonna’s daughter Lourdes announced as Marc Jacobs’ new face

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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’ 2021 spring campaign.

The American record company announced the alliance yesterday with the release of a handful of vibrant images from the photos in the accessory collection. In it, Leon is a maximalist’s dream – equipped with contrasting florals, knee-high colored socks and a bitter lime green bag. The photos are a reinterpretation of Marc Jacobs’ previous and most playful campaigns, typical of the 90s.
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10158_12 001 Credit: Brianna Capozzi / Marc Jacobs

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

Leon’s own style is equally tall and fanciful, although the 24-year-old singer and model maintains a reasonably low profile, having just created a public Instagram account in January.

Elaborating the decision to choose Leon for the campaign, the statement also pointed to a “long history” between Madonna and Marc Jacobs.

Madonna is a longtime muse and a friend of Marc Jacobs. In an interview with Vogue in 2008, Jacobs, then creative director at Louis Vuitton, called the Queen of Pop “the ultimate performer”. She starred in two Louis Vuitton campaigns under her leadership and wore Jacobs’ eponymous tag 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 fashion 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 fashion show, New York Fashion Week, USA – September 10, 2016 Credit: Matt Baron / Shutterstock

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

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10168_23 001 Credit: Brianna Capozzi / Marc Jacobs

The decision to climb Leon marks yet another step in the brand’s attempts to reach a younger market. In September 2020, to promote the launch of the new teen line Marc Jacobs, Heaven, the label aired on Instagram for a poster-filled teen room filled with young influencers like Eileen Kelly, Lilah Summer and Japanese ascendant YouTuber Kemio.

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