Fronted by Adriana Lima, Marc Jacobs's New Fragrance Campaign Takes a Turn for the Dark and Sexy

With "Decadence," Jacobs departs from the carefree vibe of his previous perfume ads.
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Eliza Brooke
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With "Decadence," Jacobs departs from the carefree vibe of his previous perfume ads.

To market his fragrances, Marc Jacobs has historically opted for a bright, youthful vibe — girls in white dresses romping through sunlit fields for Daisy, baby-faced Karlie Kloss and Dakota Fanning mugging with pink, flower-topped bottles for Lola, all shot in the blown-out style of Juergen Teller. 

Jacobs's new fragrance, Decadence, is for a woman all grown up. The campaign, posted on the designer's Instagram Thursday, features a smoky-eyed Adriana Lima twisting on the floor, with the gold chain of the handbag-shaped bottle clutched between her teeth. (As the tagline for that other brand Lima reps goes: very sexy.) The darkness is in line with the cinematic nature of Jacobs's cosmetics ads and the moodiness that has overtaken the designer's ready-to-wear campaigns since David Sims stepped in to shoot Miley Cyrus for spring 2014. 

Rounding out the creative dream team, Jacobs had Steven Meisel behind the camera, Carlyne Cerf de Dudzeele on styling and Katie Grand serving as creative director. (That's according to the undeniable news source that is Grand's Instagram.) 

To celebrate the fragrance's launch, Jacobs held an appropriately decadent party in New York, with friends like Kim Gordon and Sofia Coppola in attendance, a magician and — very luxuriously — a stockinged waitress serving cigarettes. Indoors