70,000 model hopefuls tag #CastMeMarc
Instead of using famous faces, Marc by Marc Jacobs went crowdsourcing on social media for models.
The fashion line received some 70,000 entries under the hashtag #CastMeMarc on Instagram, reported Daily Mail.
Fans also tagged themselves on Twitter for the fall collection campaign, which took place for a week in April.
“It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong,” said head designer Marc Jacobs.
“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.”
Thirty hopefuls were flown to New York from around the world, including South Korea, Russia and Australia.
But only nine made the final cut and were photographed by David Sims in early May, according to Women's Wear Daily (WWD).
“(With) David Sims (doing the) portraits, Peter Miles (the) layouts, the credibility of the cast and the approach to casting the ads transmit a current social lifestyle that doesn’t play into other clichés.…And totally feels like our company - a cast of colorful and dynamic characters,” Mr Jacobs added.
The campaign will break in the August issue of Teen Vogue, said WWD.
Sources: Daily Mail, Women's Wear Daily