UPDATED JULY 02ND 2014: Added new campaign images.
Marc by Marc Jacobs’ first campaign with new creative director and design director Katie Hillier and Luella Bartley is making a strong statement with a cast of real people and a social media twist.
Marc Jacobs and stylist Katie Grand opted to use Instagram for models, and so, for a week in April, they asked those interested to submit photos of themselves by including the hashtag #CastMeMarc.
“It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong,” Jacobs said. “We wanted the ads to shout with youth and energy…to be fresh and reclaim the spirit that the collection had when we first conceived of it — to be another collection, not a second line.”
There were 70,000 entries, and working with casting director Anita Bitton, the company whittled them down to 50, who were then directly messaged. Some 30 finalists from around the world, including South Korea, Russia and Australia, were flown to New York; nine made the final cut and were photographed by David Sims in early May. (source)
Click the links to view past campaign images of Marc by Marc Jacobs: Spring Summer 2014, Fall Winter 2013, Spring Summer 2013, Fall Winter 2012, Spring Summer 2012, Fall Winter 2011, Spring Summer 2011, Fall Winter 2010 and Spring Summer 2010.