Featuring Xiao Wen Ju as the first Chinese model to star in a Marc Jacobs campaign, and under the title JOY, FW25 is described as “a bold expression of the self.” According to the brand, inspired by Marc’s runway notes, the collection is built as a fusion of fashion, art, experience and visual storytelling.
The campaign is directed by Nick Newbold and styled by Stella Greenspan. It also features model Mona Tougaard and actress-model Diana Silvers.
With a dynamic approach, the video material shows Silvers in a 15-second sequence. Settings include a New York playground, a café, and a home, always wearing Marc Jacobs sneakers.
In the campaign images, Wen Ju poses in front of a satirical artwork by David Shrigley holding the Cristina Satchel. Tougaard appears with the Suede Dakota Satchel against a backdrop of a Derrick Adams piece. Meanwhile, Silvers starts her day with the Cristina Tote, as Hattie Stewart’s art appears on the newspaper.
Marc Jacobs’ FW25 collection is now available on the brand’s official website.
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