Marc by Marc Jacobs #CastMeMarc AW14 campaign

Back in April, stylist Katie Grand and Marc Jacobs opted to utilise Instagram for their model search, asking potential models that were interested to submit photos of themselves and include the hashtag #CastMeMarc. 

"It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong," Jacobs said. "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."

The project was a success - with over 70,000 entries submitted - and working with casting director Anita Bitton, the company whittled them down to 50, who were then directly messaged. 30 finalists from around the world, including Australia, South Korea and Russia were then flown to New York; with nine making the final cut and were then photographed by David Sims in May.

"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.

The campaign will launch in full in the August edition of Teen Vogue, which will be supported by behind-the-scenes videos of the casting and shoot on marcjacobs.com.