On Tuesday, February 16, Marc Jacobs named Madonna’s daughter, Lourdes Leon, the new face of the brand and its now-released Spring 2021 campaign. In the colorful, quirky images and campaign film, the 24-year-old dons pieces from the iconic American label’s new collection, including the Leather Mini Traveler Tote Bag in neutrals like black and twine and bold shades of peach and lime (as seen on Leon, below).
As the brand puts it, Leon’s campaign signifies the collision of “past and present” and the “next chapter of Marc Jacobs.” The model follows in the footsteps of her mother. The Queen of Pop is a longtime muse of the label and a dear friend of the designer.
Leon isn’t the only celebrity child who’s starred in a campaign for Marc Jacobs, be it for apparel, fragrance, or makeup. In fact, the list keeps growing, likely as the brand works to draw the eyes of a younger consumer. Cindy Crawford’s daughter, Kaia Gerber, is the face of the beloved Marc Jacobs Daisy fragrance. One of her latest campaigns for the perfume was released amid the coronavirus pandemic in April 2020. The supermodel was formally named the face of the popular fragrance in 2017.
And, of course, we can’t talk about Marc Jacobs without talking about Kate Moss’s lookalike daughter, Lila Grace. The model was named the new face of Marc Jacobs Beauty in October 2018, posing in an epic cool purple cat-eye liner for her makeup campaign. In December 2019, she stunned yet again in images for the brand pegged to the beauty line’s Highliner Liquid-Gel Eyeliner.
Before Moss, Jacobs recruited Frances Bean Cobain, daughter of Courtney Love and Kurt Cobain, to model his spring 2017 collection. She posed in a sparkly baby doll dress for her debut campaign, released in 2017.
Yet another perk of being a celebrity offspring, right?