Marc Jacobs MARChives 2022 Ad Campaign

Review of Marc Jacobs MARChives Collection 2022 Ad Campaign by Photographer Nick Sethi with talent Kim Gordon and Coco Gordon Moore

Marc Jacobs taps indie music legend Kim Gordon, as well as her daughter, upcoming model and poet Coco Gordon Moore, to bring New York noise-rock energy to the designer’s latest campaign that celebrates the revival of his most iconic archival bag styles. The duo was captured by photographer Nick Sethi.

Sonic Youth co-founder and bassist Kim Gordon is no stranger to Marc Jacobs, having modeled in a campaign for the designer in 1998. She appeared again in 2015, this time alongside her daughter for the first time.

Considering this history, the duo form a smart and exciting pick to embody the revived styles that date back to the brand’s earliest days. In addition to the new vintage bags, the pair pose in ready-to-wear pieces similarly drawn from the archives.

This latest chapter follows on an earlier campaign that starred Winona Ryder, another icon who has a storied history with Marc Jacobs of her own. This casting approach and the off-the-cuff energy that is brought to capturing its stars feels like an effortlessly iconic way to celebrate Marc Jacobs’ status as an iconic New York designer that is embodied in his archival pieces, now revived for a new era.