The Daughter of Madonna, Lourdes “Lola” Leon, is the new face for The Marc Jacobs’ Spring 2021 campaign.

In order to bring out the aesthetics of the brand, there was a handful of vibrant images taken from the accessory collection shoot as the American label announced the alliance yesterday.

Other features included in the images is Leon, appearing as a maximalist’s dream — kitted out in clashing florals, knee-high multi-colored socks and an acerbic lime green tote bag. The photos are a re-imagining of Marc Jacobs’ earlier, more playful campaigns typical of the ’90s, CNN Style reports.

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 similarly loud and fanciful, though the 24-year-old singer and model maintains a reasonably low profile, having only just created a public Instagram account this January.

The statement also nodded to a “long-storied history” between Madonna and Marc Jacobs. It is one of the decisions to tap Leon for the campaign.

Going memory lane, Madonna has been a longtime 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 lead and wore Jacobs’ eponymous label on the cover of Harper’s Bazaar US in 2016.