Marc Jacobs has shared that the models appearing in his new perfume campaign were like "kids in a candy store" when they saw the wardrobe.
The designer recruited a series of stars for the ad campaign for his latest fragrance Perfect, including models Lila Moss - daughter of Kate Moss - Alek Wek, and Mei Kawajiri.
There was a huge array of options available to wear, so Marc and stylist Katie Grand let the stars choose the pieces they liked best.
"There was just this huge, huge wardrobe room, and it was like kids in a candy store," he said in an interview with Refinery29. "Everybody just gravitated towards what they wanted. Alek Wek went directly for this, like, fluid jumpsuit from the '70s collection we did many years ago."
The styling of the campaign took three days, and to get the perfect look, Marc went back to the fashion archives for inspiration.
"We pulled some clothes from past collections that we thought were colorful, and then we also picked a rack of our vintage archive, clothes that we always looked at and always go back to, like the slip dresses," he explained. "Everybody just did their own thing, and it was great. It was just very alive with that desire to express oneself and to feel good about oneself as you are."
The faces for the campaign were hand-picked from an open social media casting call, with more than 40 people chosen. To show the individuality of his models, Marc and his team put together a video and collage of portraits. He hopes his work continues to push boundaries and challenge the idea of perfection in the fashion industry.
"I feel like it expresses self-expression and creativity, and it validates this idea of style and individuality," he stated. "And I think that's something that fashion has missed for many, many years. It's always like, 'Oh, if you want to belong, you have to look like this, you have to be like this,' and I just feel like this is a project where we said, 'No.'"
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