AUGUST 16, 2017 // Lourdes Leon Comes Into Her Own in the New MadeMe x X-Girl Campaign

As a streetwear label �by girls, for girls,� MadeMe made headlines last year for its collaborative revamp of X-Girl, the beloved alternative �90s label. The campaign images featured Coco Gordon Moore, the daughter of X-Girl creator and Sonic Youth singer Kim Gordon. To celebrate this season�s collection, MadeMe founder Erin Magee looked for a face that would evoke the attitude of both female-centric labels�and Lourdes �Lola� Leon, Madonna�s daughter and the second campaign�s star, had been on her mind for quite a while.

The 20-year-old possesses a �90s-minded style that fits well with the MadeMe and X-Girl ethos. �I personally wanted to work with Lola for a long time,� says Magee. �I would see her on Instagram a lot and would see the stuff she would wear. It is really close to a MadeMe vibe. She�d wear an old Polo Sport or an old Tommy Hilfiger piece.� In the images, Leon poses in fist-size hoops with straight, inky black hair�a natural, brooding fit for the rugged collection of workwear, down to her genes. (For those who don�t recall, Madonna has her own New York roots; the Queen of Pop arrived to the city with just $35 dollars in her pocket in the late �70s.) But it turns out Magee also took inspiration from an unlikely source. �I looked through a lot of Delia�s ads because they have a real obvious �90s vibe,� says Magee. �X-Girl is like Delia�s but cool and New York, and that is kind of what MadeMe is now.�

To capture Leon, Magee tapped photographer Mayan Toledano and lead them across downtown New York in guerrilla fashion. Back in March, when the temperature hovered around a chilly 30 degrees, the trio headed up to apartment rooftops, a jewelry store�meets�hair salon next to a subway, a dollar store, and even a porn shop�running in, snapping a few photos, then running back out. �That�s what we were doing all day,� Magee says. �We were trying to find ourselves in these New York situations.� Through them, one can see Leon come into her own.

X-Girl x MadeMe is available at www.mademenyc.com.