Marc Jacobs Uses the Social Media Selfie to Find New Fall 2014 Campaign Face
All those hours practicing your selfie posing may finally pay off: Marc Jacobs has taken to social media to cast his next ad campaign. Fashion Times reports that the designer is on the hunt for a fresh face for Fall 2014, and announced his search for the next Marc by Marc Jacobs muse would be held via social media.
Aspiring It Girls and Boys are instructed to upload a selfie on Instagram or Twitter using the hashtag #CastMeMarc to be entered into the contest, which ends April 9. Winners will travel to New York City at the end of April to shoot the Marc by Marc Jacobs Fall/Winter 2014 ad campaign.
The move fits perfectly within the new vision of Marc by Marc Jacobs — now MbMJ — set forth by new creative directors Katie Hillier and Luella Bartley. In February, the pair debuted their first collection for the label, which is skater fashion meets biker chic yet simultaneously charming. Their new MbMJ woman has attitude and is plugged in to what is happening on the streets, so by taking something like casting, which is normally very guarded, to social, they are establishing themselves as the arbiters of cool and the brand of the people. Miraculously, their new campaign isn't reading as a marketing ploy.
As you can imagine, an avalanche of selfies poured in within a matter of minutes. Contestants were informed that the winning submission must exemplify the Marc by Marc Jacobs image, so brooding black and white images abound — along with every model comp card cliché known to man. Let's examine:
The Jump Pose
The Feeling All the Feels
The Far Off Stare
The One Eye Sexy
Are you in, too?