Marc Jacobs thought casting models via Instagram was a "cool" idea.
The designer put out an open casting call for his Marc by Marc Jacobs' fall campaign on social media, asking wannabe models to submit photos of themselves using the hashtag #CastMeMarc, and thinks the innovative experiment perfectly captures the youthful vibe of the diffusion line.
He explained: "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."
Out of a whopping 70,000 entries, nine models were selected by the designer and casting director Anita Bitton for the David Sims photoshoot last month.
The campaign is the first since Katie Hillier and Luella Bartley came on board and will be unveiled in the August issue of Teen VOGUE, supported by behind-the-scenes videos on Marc Jacobs' official website.
Marc added to WWD: "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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