Marc Jacobs Fall 2025 Ad Campaign

Review of Marc Jacobs Fall 2025 Ad Campaign with Photographer Nick Newbold with models Mona Tougaard, Xiao Wen Ju & Diana Silvers

For Fall 2025, Marc Jacobs invites us to rediscover fashion through a lens of play, art, and personality with JOY, a campaign that turns the streets and interiors of New York into a living gallery. Directed by Nick Newbold and styled by Stella Greenspan, the project brings together bold visuals, fine accessories, and a trio of modern muses to remind us that style should feel good.

Shot with documentary intimacy and a graphic edge, the campaign spotlights new signature accessories like the sculptural Cristina bag and the retro-tinged 72 Spring Sneaker, as well as the suede Dakota Satchel. Each is given a distinct voice through the women who wear them and the artists who surround them.

Mona Tougaard is seen with the rich brown Suede Dakota Satchel, striking a relaxed yet self-assured pose against Derrick Adams’ dice-speckled artwork. Her look—a striped sweater with cheeky yellow patches—grounds the scene in effortless cool with just the right dash of surrealism.
Xiao Wen Ju offers a dynamic moment of movement and attitude, holding the cream-hued Cristina Satchel before a backdrop of David Shrigley’s signature red-and-white “FANTASTIC” print.
Diana Silvers brings downtown charm to the mix, pairing a roomy black Cristina Tote with pink sneakers and visible socks, standing next to a coffee table strewn with newspapers adorned by Hattie Stewart’s doodle-style illustrations. It’s the kind of lived-in chic that feels both composed and spontaneous.

There’s an intentional artfulness throughout. Marc’s muses aren’t just wearing bags; they’re characters in a visual essay on joy itself. The campaign teases upcoming capsule collections with each of the featured artists, suggesting that JOY will extend beyond photography into product and experience.