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Marc by Marc Jacobs's Instagram-Cast Fall Campaign Is Here

It's the first under the brand's new creative team.

Katie Hillier and Luella Bartley, the new creative director and design director (respectively) behind Marc by Marc Jacobs, took the line in a bold new direction for fall 2014. So it follows that the duo would want to do something different to advertise that rebellious new collection.

Thus, instead of choosing an up-and-coming model or a Fanning, Hillier and Bartley went on social media to put out a casting call, asking that aspiring campaign stars simply post photos of themselves on Instagram or Twitter with the hashtag #castmemarc.

The company, along with casting director Anita Bitton, had to narrow down over 70,000 entries to 30 finalists, and then nine actual models, who were then flown to New York, styled by Katie Grand and shot by David Sims. The ads, which were first unveiled in WWD, will debut in Teen Vogue's August issue.

It's also the latest instance of Jacobs favoring Sims, who also happens to be married to Luella Bartley, over former go-to Juergen Teller, who shot last season's Marc by Marc campaign and, as far as we know, every one since the brand's inception. Sims photographed the spring 2014 and fall 2014 campaigns for Marc Jacobs's main collection.

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The campaign feels youthful and fresh -- not at all "stale," as Jacobs and company president Robert Duffy said they felt the brand had become. The unconventional-looking models work well with the equally unconventional clothes, which were inspired by skate culture, BMX and K-Pop. It's also nice to see these particular clothes, which aren't the easiest to wear, on real people, as it suggests that perhaps giant bow necklines, kimonos and bandanas covering the mouth are OK for real life. See a few more images below.