Ordinary People Star In The Marc By Marc Jacobs Autumn Campaign

2024 Author: Steven Freeman | [email protected]. Last modified: 2023-12-17 08:15

The selfie, far from being a passing fad, is acquiring new uses: for example, catapulting your career as a model. This is what the union of the second line of Marc Jacobs, Marc by Marc Jacobs, and Instagram has achieved. Designer and stylist Katie Grand decided to use this social network to choose the protagonists of the brand's fall 2014 campaign.

"I thought it was a great idea to do the casting for Instagram, cool, current and very powerful," Jacobs told WWD. "We wanted the ads to attract attention with youth and energy … to be fresh and reclaim the spirit of the collection when we conceived it, which was to be another collection, not a second line."

In April, they asked everyone who wanted to participate to upload photos to this social network with the hashtag #CastMeMarc.

There were more than 70,000 participants and working with casting director Anita Bitton, the company selected 50 who received direct messages from the brand. Afterward, some 30 finalists from around the world, including South Korea, Russia, and Australia, were invited to New York, of which nine made the final cut and were photographed by David Sims in May.

"[The selected ones] are like the company, a cast of dynamic and colorful characters," said the designer.

The campaign will be released in the August issue of Teen Vogue. At the same time, behind-the-scenes videos of the photo shoots will be published on the brand's website.