After announcing he would be leaving Louis Vuitton to focus on his own eponymous lines, Marc Jacobs decided to jazz up his affordable diffusion label, Marc by Marc Jacobs by bringing on Katie Hiller and Luella Bartley as creative director and design director, respectively. In a creative stroke of genius, the pair – along with stylist, Katie Grand – decided to take to the world’s best amateur modelling app, Instagram, to source the models for their FW14 campaign.
After starting the competition #castmemarc, several hundred applicants posted their best selfies and candid snaps in hopes they would be one of the lucky few chosen to front the Fall/Winter 14 campaign. The extremely lucky winners were decked out in the stylish bold prints of this season and bestowed with colourful, grungy hair – which is sure to inspire more than a few hairstylists out there.
For a more accessible line that is targeted at a younger generation, appealing to that demographic through their first means of communication – social media – is a clever way for Marc by Marc Jacobs to engage their audience. Using models scouted off Instagram is an alternative way to grab attention, arguably almost as effective as casting a big name like Cara Delevingne and costs a fraction of the price. Hell, those models probably would have paid Marc by Marc Jacobs to be featured if they could!
Marc Jacobs, who applauded Hiller and Bartley for their fresh new take of the brand and successful show at fashion week, said,
The Instagram casting looked like a fresh, modern, strong idea. We wanted this campaign to convey energy and youth to recall the spirit of the collection.
What do you think of this new method of casting models? Is it a great way to get some fresh faces out there, or unprofessional for such a big name to use amateur models?
You can view the full campaign here.