This Marc Jacobs campaign for his Spring/Summer 2015 collection features a cast of models found via social media. Marc by Marc Jacobs's second season found its models using Instagram. To be in the ads, the models had to upload a picture of themselves using the hashtag #castmemarc. Over 100,000 entries were whittled down to a final 11 selected by brand designers Katie Hillier and Luella Bartley along with fashion industry casting director Anita Bitton.
This Marc Jacobs campaign illustrates yet again how social media is an interactive platform that allows brands and consumers to communicate in new ways. It also demonstrates an unpretentious approach to authentic advertising while perpetuating the new American dream where anyone can get famous (especially online).