Marc Jacobs is serious about remaking his mark, with a brand overhaul.
“I don’t feel like I’ve ever neglected my own line but I couldn’t differentiate between the two,” Jacobs said in a W magazine profile of his decision to leave Louis Vuitton after 16 years. “If I want to take Marc Jacobs, the company—I’m not talking about myself in the third person; that would be just weird—to the next level, I need to focus 100 percent on that.”
And that’s just want Jacobs did with several innovative moves on different tiers of his company. He swapped longtime photographer Juergen Teller out for David Sims to shoot Miley Cyrus. Jacobs took to Instagram to give fans a sneak peek at his upcoming Marc Jacobs Beauty campaign featuring 64-year-old actress Jessica Lange. He asked beauty buffs to use social media as currency at his pop-up shop during Fashion Week. Oh, then we can’t forget that he cast Kendell Jenner in his Fall 2014 runway show.
Now Marc is looking for another model and he’s taking to social media to do it. Katie Hillier and Luella Bartley (who Jacobs hired to head up Marc by Marc Jacobs last May) just announced that aspiring models could submit applications to star in their first ad campaign for the diffusion line using the hashtag, #CastMeMarc.