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Remember the #CastMeMarc campaign? Back in April, Marc Jacobs launched the Twitter and Instagram-based initiative to hunt down new faces for Katie Hillier and Luella Bartley's first autumn/winter campaign since the pair joined Marc by Marc Jacobs. Now the first images from the campaign are here, and they're as colourful as you might imagine.
"It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong," Marc told WWD. "We wanted the ads to shout with youth and energy... To be fresh and reclaim the spirit that the collection had when we first conceived of it – to be another collection, not a second line."
There were 70,000 entries, which were eventually cut down to 50 contenders. The brand flew some 30 finalists from all over the world, including Australia, Russia and South Korea, to New York; the final nine were photographed by David Sims.
"David Sims portraits, Peter Miles layouts, the credibility of the cast and the approach to casting the ads transmit a current social lifestyle that doesn’t play into other clichés.…And totally feels like our company — a cast of colourful and dynamic characters," Jacobs said.
You'll have to wait for the rest of the Instagram cast to be announced; the full campaign will launch in the August issue of Teen Vogue.
Follow Zing Tsjeng on Twitter here @misszing