Marc Jacobs Campaign AW14

Marc By Marc Jacobs AW14 #CastMeMarc

First ever campaign since new deisgn/creative director team launched. Katie Hillier and Luella Bartley, theyt took the new collective out of the ordinary and introduced a bold new directoion for the AW14 campaign. It follows a new direction and they wanted to advertise the rebellious side to the collection. Dare to be different.

'Real People; With a Social Media Twist'

Photographer: David Sims

Models: Winners of #CastMeMarc Campaign

MUA: Diane Kendal

Hair: Guido Palau

Stylist: Katie Grand

This became the first ever campaign since the #CastMeMarc took place on Instagram. The designer advertised his campaign on none other than the 'selfie' platform of the world Instagram. Not only did Jacobs want to direct this at the young 'modelesque' individuals but more importantly targeted it groups of friends who equally had the charisma he was on the search for. The reason behind this differernt approach was because studies have shown that people generally look much 'hotter' in groups rather than on there own, widely known as the 'cheerleader effect'.

'Retro Youth Culture'

"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."- Marc Jacobs

Anna Bitton (casting director) had the task of looking through tens of thousands of entries to then wittle them down to a mere 9 contestents from all different parts of the world. David Sims was the photographrt behind the images with Peter Miles assiting with the layout and scene. The campaign is set to give a modern current social lifestlye without being too cliche. It gives the opportunity to express your inviduality. The cast is full of dynamic, colourful, expressive people. Not afraid to stand out from the crowd and make a statement. The campaign shouts youth, energy and has a strong character.

'90's Rave Inspired'

The unconverntional models and slightly outraegous dress sense added to the sense of rebellion, dare to be something new and stand above the normal way of living. Both models and the new clothing worked hand in hand together to create something equally as daring for the campaign. The clothing was inspired by 'Skate Culture', K-pop, and the return of the '90's revival'. It is said that by 'real people' cant wear such daring clothes. Bandanas, Metallic dresses, Oversized jumpers and giant bows across the neckline arent suited to the day to day life of people. Howver, this campaign proves that it is 'OK' to be different and expressive.

References:

http://www.buro247.com/me/fashion/news/marc-by-marc-jacobs-aw14-campaign.html

(Accessed 2/12/15)

http://www.dailymail.co.uk/femail/article-2675759/Its-cast-colorful-dynamic-characters-Marc-Marc-Jacobss-new-campaign-features-fashion-fans-sourced-Instagram-instead-models.html

(Accessed 2/12/15

http://fashionista.com/2014/06/marc-by-marc-fall-2014-campaign

(Accessed 2/12/15)