Marc Jacobs Fall 2024 Ad Campaign

Review of Marc Jacobs Fall 2024 Ad Campaign by Creative Director Ava Nirui and Photographer Harmony Korine with talent Cardi B, Clairo, Lil Uzi Vert, Alex Consani, Gabbriette, Irina Shayk, and Kai Cenat

Marc Jacobs enlists cult icon filmmaker and photographer Harmony Korine and an exciting roster of top talents to bring to life the carefree cool of his Fall 2024 campaign.

In beloved Marc Jacobs style, the cast features an eclectic roundup of moment-defying talents, some returning from previous campaigns for the brand and some new: Cardi B, Lil Uzi Vert, Clairo, Irina Shayk, Alex Consani, Gabbriette, and Kai Cenat.

Korine’s imagery playfully subverts familiar symbols of luxury and status with a lo-fi, spontaneous visual style and an attitude of carefree cool. With a color palette dominated by red, black, and white, the characters occupy a liminal interior space that falls strangely between public forum and private home, and is largely empty save for some neoclassical finishes and decor.

The accompanying series of brief videos find humor and a sense of the unexpected, each of them following one of the stars. Seen through what appears to be a CCTV camera, Lil Uzi sneaks into the space with his sphinx cat and a huge bouquet of roses. With ridiculous fake fingernails, Alex Consani does a goofy little dance. Gabbriette accidentally(?) explodes a bottle of champagne into her face.

Another one of the short films sees the characters respond to the statement “Marc Jacobs is…” to the tune of Carli xcx’s song of the summer “360,” while yet another reimagines the narrative in a playfully pixelated video-game format.

It’s been a lot of fun seeing Marc Jacobs enter his IDGAF era when it comes to his campaigns, but the seeming spontaneity and carefree attitude of the final images belies a great deal of thoughtfulness when it comes to understanding brand identity and how to communicate in a new digital age. The goofy yet cool and composed attitudes of the talents and the perspective with which they are shot feel very resonant with the TikTok era, yet still connected with the distinct take on glam that has shaped Jacobs’ design career. The kids are gonna love this campaign, and we can’t help but love it too.