Madonna’s eldest daughter Lourdes Leon is new face of Marc Jacobs.
The 24-year-old model stars in the brand’s 2021 spring collection campaign, which debuted Tuesday. Adorned in florals, pastels, and Mary Jane-style shoes, Leon carries colorful tote bags while sprawled out in front of an all-white background.
“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,” the brand said in a statement emailed to USA TODAY Wednesday.
Jacobs describes Leon’s spring 2021 shoot as a “reimagination of Marc’s iconic and playful ’90s campaigns.”
Leon posted a photo of the spring collection shoot on Instagram with the caption: “#MARCMYWORDSsssssssssss TY @marcjacobs,” tagging artistic collaborators from the photoshoot.
This is not the first time Jacobs has tapped the child of a celebrity to represent a campaign. In 2018, Kate Moss’ daughter Lila Moss was picked as the face Marc Jacobs Beauty.
The Creative Artists Agencyannounced that Leon was the agency’s newest client in an Instagram post in October. Since then, she has participated in campaigns for brands like Juicy Couture and Adidas by Stella McCartney, a shoot which she also helped choreograph.
Leon made her modeling debut at New York Fashion Week in 2018 at Gypsy Sport’s spring 2019 show, joining fellow model offspring with famous parents including Kendall Jenner, Kaia Gerber and Bella Hadid at fashion shows that season. Leon wore shredded jeans, chunky dad sneakers and an elaborate shell bra for the Gypsy Sport show. She was seen alongside her mom at NYFW shows including Jeremy Scott and Alexander Wang before her runway debut.
Madonna shares Leon with actor Carlos Leon, and the budding model is the first-born child of the pop star’s six children: Rocco, David, Mercy James and twins Esterre and Stella.