Marc Jacobs 'Mother’s Day' 2025 Ad Campaign

Review of Marc Jacobs ‘Mother’s Day’ 2025 Ad Campaign by Photographer Nadine Ijewere with model Nara Smith

For Mother’s Day 2025, Marc Jacobs steps away from spectacle and instead leans into quiet intimacy, enlisting model and mother Nara Smith to anchor a campaign centered on everyday tenderness. Shot by Nadine Ijewere, the imagery captures domestic scenes—kitchens, sidewalks, playtime moments—rendered with warmth and restraint. It’s a familiar Marc Jacobs move: emotion over artifice, sincerity over polish.

Smith, known for her personal style and viral culinary vignettes, brings a subtle charisma that suits the campaign’s tone. Her presence feels lived-in rather than styled-into, a choice that aligns well with the brand’s long-standing affection for casting personalities who feel real, even when dressed in curated nostalgia. The styling reflects this too: soft cardigans, boucle skirts, and satin ballet flats pair easily with the quilted handbags and candy-colored totes that anchor the product offering.

The campaign succeeds in framing Marc Jacobs accessories as both playful and practical—pieces that nod to sentiment without becoming saccharine. The Daisy jewelry line and the Quilted Dual bag are positioned as versatile gifts, with the latter subtly reframing luxury as something compatible with school runs and sticky fingers. Still, while the visuals are charming, they don’t push the narrative far beyond a well-worn archetype of “cool mom” domesticity. A deeper or more varied portrayal of motherhood—perhaps one that includes messiness, chaos, or humor—could have lent the campaign greater emotional complexity.

Sweet, soft, and neatly styled, this is a campaign that plays it safe—but with a sincerity that feels refreshingly human. It doesn’t reinvent the maternal wheel, but it does remind us that care, like style, is often found in the small things.