Model casting through Instagram and Twitter is becoming serious business. Not only are industry bigwigs like IMG and W magazine's Edward Enninful scouting for new talent through the platforms, major brands like DKNY and Marc by Marc Jacobs are actually searching for their future campaign stars online. In fact, MBMJ had such a positive, overwhelming response from its first #castmemarc contest (over 70,000 submissions, to be exact) that the label brought it back for a second season — and just revealed the lucky chosen few.
Through an open submission process using the dedicated hashtag, MBMJ designers Katie Hillier and Luella Bartley — along with one of the industry's coolest casting directors, Anita Bitton — chose 11 new faces from around the world for their spring 2015 ad campaign. Shot by David Sims and styled by Katie Grand, the diverse model lineup (and funky beauty looks, especially the rainbow hair) really does the '90s rave-inspired collection justice. Click through the gallery below to see the winners in all of their glory in the new campaign.