After keeping the internet fed with its latest guerilla meme campaign – filled with Sylvanian drama and today’s internet stars – Marc Jacobs is back at it again with a brand new ad for its seductive Sack Bag. In the video that just dropped on the label’s Instagram account, President-elect of Hot Girls Charli XCX climbs atop some yellow chairs in a granny cardi and some bejewelled pants, a black iteration of the bag placed artfully on her back. In other shots, Charli swings her Sack about while dancing to her own song, while erratic zooms parallel the club-ready music.

Shot by NY-based photographer Carin Backoff and styled by Alastair McKimm, the new video is part of an ongoing Sack campaign that the label has been steadily releasing over the last couple of weeks. Other stars include “Espresso” singer Sabrina Carpenter, Dazed cover star Vittoria Ceretti, and models Irina Shayk and Anok Yai. Charli’s inclusion in the campaign was teased back in March on TikTok, with the brand posting a vid of the singer lip syncing to a clip of “The von dutch remix” with Gabriette (maybe her Sack pics will be the next to drop?)

Elsewhere, Marc Jacobs is coming off the back of a very busy year. Besides the Sack campaign, the US designer recently created custom looks for Dua Lipa, Karol G, Keke Palmer and Venus Williams for this year’s Met Gala. Charli XCX is also enjoying quite the period of exposure, with her recent Partygirl Boiler Room set in NYC, the announcement of her upcoming album Brat on June 7, and, of course, her new “360” music video starring Chloë Sevigny, Julia Fox, Rachel Sennott, Chloe Cherry, Quenlin Blackwell, Alex Consani, Isamaya Ffrench, and Hari Nef.

To see Charli’s recent Met Gala look – along with the rest of her Hot Girl pals – scroll through the gallery below, or scroll up for the entire Sack campaign.