A quick scroll through the Marc Jacobs TikTok page indicates that the brand’s social media marketing team very clearly gets it. Its content often draws inspiration from the latest viral clips, remaking them with a branded twist.
As Fashionista reports, its Fall 2024 campaign is no exception: The brand tapped Cardi B, YouTuber and streamer Kai Cenat, as well as a buzzy cohort of models and social media personalities — Lil Uzi Vert, Irina Shayk, Alex Consani, Gabbriette and Clairo — clearly channeling the energy of being chronically online.
An interview-style video for the campaign was shot by filmmaker Harmony Korine and styled by Alastair McKimm. The last time the Jacobs and Korine collaborated, they produced a Halloween-themed Zine in October 2023 that became one of the most sought after photography collections around.
This latest collab features each of the personalities answering the question, “What is Marc Jacobs?” Lil Uzi Vert’s answer, “Marc Jacobs is love,” mirrors the designer’s thoughts from his July runway show, for which he wrote about being “steadfast in [his] daily practice of choosing love over hate, faith over fear and finding pause in reflection” in the show notes.
The Fall 2024 collection, which the designer presented early July in a continuation of his “paper doll” theme, will be available to shop starting in August across select retailers, Marc Jacobs stores and the website.
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