Thinking
outside of the box for his new Marc by Marc Jacobs Autumn/Winter 2014 campaign,
the American designer worked alongside the label's new team including designers
Katie Hillier and Luella Bartley, to launch a social media search via Instagram
to cast real young people to star in the new images. Over 70,000 people entered
in the hopes of starring in the photos and the final selection has just been
unveiled. Speaking on the unique idea, Jacobs commented that he wanted the new
campaign to be about youth and energy which is what he thinks they've achieved
with the new images: "It seemed like a great idea to me, as casting
through Instagram seemed cool, current and strong. 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
photos were taken by photographer David Sims in a simple studio setting which
highlights the bold colours on display. Jacobs commented that overall he thinks
the new campaign represents a new era in advertising that comes directly from
social media, which is where a lot of fashion based trends are now beginning
and where young people search for style inspiration. He explained: "David
Sims portraits, Peter Miles layouts, the credibility of the cast and the
approach to casting the ads transmit a current social lifestyle that doesn't
play into other clichés... And totally feels like our company - a cast of
colorful and dynamic characters."
