Marc by Marc Jacobs unveiled its second campaign that casted models via social media. Their first #castmemarc contest was such a hit, the brand opted for the same hashtag and direction for their Spring 2015 ads. IMG, MAC, and DKNY have also relied on social media to cast talent. The success of the tactic has proved overwhelmingly successful, showing that it may be the future of the casting process.
With brands opting for more unlikely models like Celine’s Joan Didion, Dolce & Gabbana’s adorable abuelas, and Alexis Bittar’s Iris Apfel. Like the “mature” model trend, casting through social media similarly shines a light on people other than archetypal supermodels and celebrities. Audiences respond to the “cool kid” appeal of the new social media stars. It makes brands more obtainable and seem in with the in-crowd.
MBMJ’s new crop of cool kids were chosen by the label’s designers Katie Hillier and Luella Bartley, as well as casting director Anita Bitton. Eleven lucky individuals scored the spots. David Sims photographs the new faces and Katie Grand styles the youthful collection on the Twitter and Instagram kids.
All Photos: David Sims for Marc by Marc Jacobs