Review of Marc Jacobs “Who Is She?” Ad Campaign by Photographers Hanna Tveite Capdevielle and Ed Hubert
Marc Jacobs puts its new handbag silhouette, the Cristina, in the spotlight with its Spring 2025 campaign, a cheeky and referential character sketch laced with personality and pop. Titled “Who Is She,” the campaign toys with identity through a series of minimalist flat-lays and posed portraits, each carefully styled to suggest the habits, tastes, and alter egos of the fictional women who might own these bags.
Presented in ivory, plum, and black, the Cristina bag is at the center of meticulously organized still lifes surrounded by intentionally kitsch personal items—wind-up chattering teeth, a croissant on a receipt, candy, and a pair of remote controls—blending playfulness with consumer curiosity. These visual inventories give way to sharply lit portraits of models styled in mid-2000s fashion tropes: think denim skirts and Mary Janes, all reinforcing the campaign’s archival slant and post-Y2K resurgence.
The tone is irreverent but crisp, with branding kept minimal to let the bag—and its invented backstory—speak. While some images feel a touch overstyled, the concept is tight and well-executed, positioning the Cristina as a design that fits into every kind of chaos with controlled charm.
Marc Jacobs continues to show fluency in nostalgic codes while spinning them into something current, building not just an accessory but a persona around the bag.
Photographers | Hanna Tveite Capdevielle and Ed Hubert
Stylist | Hollie Williamson
Hair | Kim Rance
Makeup | Anne Sophie Costa
Casting Director | Good Catch Casting