Marc Jacobs and Katie Grand took to Instagram to source their models for the fall Marc by Marc Jacobs ad campaign, which features Katie Hillier and Luella Bartley’s youthful, girl-power debut collection. According to WWD, more than 70,000 hopefuls submitted their photos with #CastMeMarc in the captions. “It seemed like a great idea to me, as casting through Instagram seemed cool, current, and strong,” Jacobs said. “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 it—to be another collection, not a second line.” Thirty finalists were flown into New York, and nine made the final cut for the David Sims-lensed campaign. In the ads (seen here), the models are styled much like the badass girls in February’s show, with pink hair, braids, and skull-printed bandannas.
The campaign will debut in the August issue of Teen Vogue, and behind-the-scenes videos will be available to view at marcjacobs.com.
