Marc By Marc Jacobs Relies on Social Media for Casting Models

Posted Tuesday July 1, 2014 12:00 PM GMT

He’s all about breaking the rules and reinventing the wheel so it’s not surprising that Marc Jacobs gravitated towards a non-traditional approach for finding models for his Fall 2014 ad campaign.

Jacobs recruited Katie Hillier and Luella Bartley as his new creative director and design director for Marc by Marc Jacobs, and they immediately put out a casting call via Twitter and Instagram.

70,000 entries later, Katie and Luella worked with casting director Anita Bitton to find 30 finalists that were then whittled down to nine winners.

And the top performers got to fly to New York City to work with stylist Katie Grand and photographer David Sims. Marc by Marc Jacobs’ Fall 2014 ads will launch in Teen Vogue’s August issue.

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