Marc Jacobs really know how to drum up some attention.
Marc by Marc Jacobs has just released the Fall 2014 campaign,
the first for new creative director and design director Katie Hillier and Luella Bartley. The two took to the social media platform, Instagram, to find models for their upcoming campaign using the hashtag #CastMeMarc.
In April, thousands of hopeful models answered the casting by posting selfies and then hoping that they hit the jackpot by appearing in the latest campaign for Marc by Marc Jacobs.
Over 70,000 global entries, the campaign directors have to dwindle it down to 30 contestants then to 9 finalists who were flown to New York. (We would have, no doubt, been cast knowing this prior, but alas. We are always on the state of delirium, can’t you tell?)
Shot by David Sims and styled by Katie Grand, the social media stars were photographed in colorful hair, eccentric prints and mismatched accessories to show the new direction of the brand.
“It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong,” Marc 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.”
Did anyone of you submit your selfie?