Two years ago, Marc Jacobs did something radical: he cast models for his Marc by Marc Jacobs AW14 campaign via Instagram. He invited users to submit videos using the hashtag #CastMeMarc and over 70,000 people rose to the challenge, nine of whom ended up in the ad, shot by legendary photographer David Sims. In fact, it was such a success that he ressurrected it a year later for his AW15 campaign. 

Yesterday, the designer revealed that he is bringing back #CastMeMarc – only this time, he’s not looking for models, he’s looking for beauty vloggers. He announced the news via an Instagram video starring artistic drag queen Milk from Season 6 of RuPaul’s Drag Race, who he cast in his SS16 campaign. 

“Casting call!” says Milk. “#CastMeMarc is back! This time, we’re looking for the next Marc Jacobs beauty social media sensation – could it be you? Post a video on Instagram telling Marc what inspires you in beauty and fashion, and why he should pick you.”

The competition is open until December 5th and he’s accepting submissions from all over the world – the only requirement is that you need to be over the age of 18. Ten finalists will be chosen and flown to New York to record a make-up video. 

Back in 2014, the idea of recruiting models – or, indeed, vloggers – from social media was relatively novel, but now it’s become a widely-used practice. Everyone from emerging designers like Marques’Almeida to major modelling agencies like IMG have used Instagram-based campaigns to find talent. Even publications are getting in on the action – earlier this year, Dazed invited its readers to take part in a shoot for its 25th anniversary issue.

Watch the casting call below and see Marc by Marc Jacobs first Instagram-cast campaign in the gallery above.