Unlike past Marc by Marc Jacobs campaigns, the brand's fall 2014 ads won't feature any famous faces (The Fanning sisters and M.I.A. have previously appeared in their ads). Instead, under the new direction of Katie Hillier and Luella Bartley, the creative director and design director of Marc by Marc Jacobs, respectively, the label's latest campaign features a cast of real people found through social media.
In April, Marc Jacobs and stylist Katie Grand asked Instagram and Twitter users to submit photos of themselves, using the #CastMeMarc hashtag. The company received over 70,000 entries, and with help from casting director Anita Bitton, the brand narrowed it down to 30 finalists, who were then flown to New York. Nine models were then photographed by David Sims in May.
"It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong,” Jacobs told WWD. “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."
The ads will appear in Teen Vogue's August issue.