British photographer David Sims shot his second season for the Marc Jacobs mainline advertising campaign. Sims recently replaced Jacob’s longtime photographer Juergen Teller after he refused to shoot Miley Cyrus, who starred in the company’s Spring 2014 campaign.
In this shoot, for Fall 2014, Sims created a sci-fi theme. The campaign ad was styled by Katie Grand and featured models Waleska Gorczevski and Julia Nobis.
Fashion fans are eagerly awaiting Sims’ work for the campaign as he did an extremely impressive job on the the S/S 2014 ads. The S/S 2014 campaign featured Cyrus in a shipwreck-type situation, the images which were darkly chic.
So far, only one image from the campaign has been released, in it Gorczevski and Nobis sport beige outfits with leather satchels, exhibiting a stunningly tasteful and minimalist style. Yet, this execution is a surprise, as Marc Jacobs Fall line contains many extra-glamorous pieces such as ombre furs and sparkles.
Even though the models look somewhat mannequin esque, it is all part of the ad’s appeal. Even though this appearance can sometimes cause an image to look lifeless and dull, Sims manages to use their awkward stances to his advantage. The models wear blunt bobs, wigs from the Marc Jacobs runway show. The pastel green color of the setting is cold but make the simplicity of the ensembles pop.
While the new Marc Jacobs campaign demonstrates a dour look, Marc by Marc Jacobs has taken a different approach for their Fall 2014 campaign. For their upcoming ad campaign, Marc Jacobs decided to cast real people who were discovered via social media. In April, Marc Jacobs teamed up with stylist Grand and asked Instagram users to submit their photos with the hashtag #CastMeMarc, in order to apply for the position.
From about 70 thousand applicants, 50 were selected for consideration. From there, about 30 finalist were chosen and flown into NYC where David Sims shot them in May. Jacobs spoke about this recruitment with WWD, saying, “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.”