Yesterday, Marc by Marc Jacobs announced that it has launched an initiative across social media to scout the face of its Autumn/Winter 14 campaign. The bosses at Marc by Marc will be accepting submissions via the hashtag #CastMeMarc.

Within a matter of hours, beautiful young things taking artistic selfies began to appear under the hastag.

Considering Marc Jacobs's stars of the past – from Victoria Beckham's  legs in a shopping bag to controversial brand ambassadors Miley Cyrus and 64-year-old Jessica Lange – the social media tactic is a refreshing approach.

 The ‘Cast Me Marc’ campaign launch by Marc Jacobs

Perhaps it's yet another reason that newly appointed creative directors Katie Hillier and Luella Bartley were selected for their respective roles, and ultimately keeping the brand cool...

 The ‘Cast Me Marc’ campaign launch by Marc Jacobs