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Marc Jacobs Speaks on Casting His Campaign With Social Media Search

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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."

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