Move over Miley Cyrus, Marc Jacobs turned to Instagram selfies to find the next models to front his AW14 advertising campaign for Marc by Marc Jacobs.
Jacobs turned to social media to cast the shoot back in April, and had to sift through over 70,000 entries, and whittle them down to just nine, who were shot for the campaign by David Sims.
And here they are!
"It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong," Jacobs said.
"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."
The ads mark a turn for the company, as it will be the first campaign since Katie Hillier was hired as creative director and Luella Bartley design director of the diffusion brand. While Marc himself is still on board in an advisory capacity, the former creative director of Louis Vuitton is focusing on his mainline.
The adverts will show for the first time in the August issue of Teen Vogue, along with a behind-the-scenes video.
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