Celebrity offspring are cleaning up in the modelling world, as major advertising campaigns are now given out on the number of Instagram followers and the potential to go 'viral'.
The latest surprise daughter-of-a-celebrity casting is Madonna's teenage daughter Lourdes Leon, who is appearing in her first campaign for Stella McCartney.
McCartney has secured a casting coup for her new fragrance, Pop, with 19-year-old Lourdes starring in the campaign alongside actress and activist Amandla Stenberg, the singer Grimes and Kenya Kinski-Jones, the daughter of Quincy Jones and Nastassja Kinski.
The campaign, which was shot in a desert in California, has minimal airbrushing and a come-as-you-are message. Leon, who is almost bare-faced in the campaign, said to Vogue about the level of body-shaming on social media: “I go through this struggle myself, [where] women’s bodies have been made so public that everyone feels like they need to comment. I love when someone doesn’t pretend to be someone they are not.”
About growing up in the spotlight, the silver-haired teenager said: “I have a lot of people judging my every move. It’s important for me to not let it rule my life.”
McCartney is friends with her mother Madonna, and she said to WWD of the campaign: “I’ve known Lola [Lourdes' nickname] since the day she was born, and it’s been an amazing experience to see her grow and become an inspiring young woman. This is her first [campaign], her first everything, she’s popped. Lola has popped."
She said of the casting: “They’re all great young girls, and the exciting thing is if you don’t know who they are, you want to know who they are. You will want to follow their careers and see them grow and hear what they have to say. That was really important for me, to have a group of young women who can come together as one, but at the same time they can stand alone. It’s a real, very personal casting. We wanted to try and set a precedent for a new way to look at beauty, and a new way to just talk about how young women are allowed to be"
Madonna is currently in a custody dispute over her 15-year-old son Rocco with his father, her ex-husband Guy Ritchie. This week it emerged that Madonna missed a court hearing over the future of her 15-year-old son Rocco because she is on tour.