Review of Marc Jacobs Pre-Fall 2023 Ad Campaign by Creative Director Ava Nirui with Photographer Larissa Hofmann with models Adriana Lima, Paloma Elsesser, Devon Lee Carlson
Marc Jacobs explores a darker side of the emerging mermaid-core trend with the brand’s new Pre-Fall 2023 campaign by creative director Ava Nirui and photographer Larissa Hoffmann.
Hoffmann’s photographs transform the familiar summer narrative of lounging by the pool into one of abstract drama and dangerous glamor. The coloration of her sultry images draws out the deep blues and greens of the pool, creating a darkly aquatic world that paints her models not as mermaids, but sirens. Whether in the sauna or fully immersed in the pool, the bold MJ monograms emphasize each woman’s sense of power, while their gazes seem to lure the viewer to a watery end – but a stylish one.
The campaign does a nice job of making a unique dive into what is looking like it’s set to be the defining internet fashion trend of the summer, while still feeling undeniably Marc Jacobs.
Marc Jacobs Creative Director | Marc Jacobs Creative Director | Ava Nirui Photographer | Larissa Hofmann Models | Adriana Lima, Paloma Elsesser, Devon Lee Carlson Hair | Evanie Frausto Makeup | Emi Kaneko Manicurist | Yuko Tsuchihashi Casting Director | Annita Bitton at The Establishment Set Designer | Matt Jackson
WHERE FASHION GETS CREATIVE
Press ESC to close
This article is available exclusively to The Impression+ members
The Impression+ provides premium insights and creative intelligence for industry leaders and their teams to stay ahead of the trends transforming the fashion industry.