Last season, Marc by Marc Jacobs, the Cara Delevingne for DKNY capsule collection, and Asos Curve all decided to cast their campaign models via Instagram, using various hashtags to identify hopeful candidates. All three were super-successful, with hundreds of thousands of applicants between them, but we couldn’t help but wonder if this whole casting by social media thing was just a passing trend.
Well, if Marc by Marc Jacobs’s new spring campaign is any indication, it may just be here to stay. The brand put out a casting call on Instagram for the second time, and after screening over 50,000 entries, 11 winners were chosen to star in MMJ’s latest ads. The collection is inspired by ’90s rave culture, and we have to say they found the perfect rainbow-haired clan to model it. Check out the rest of the photos below, and start sprucing up those selfie skills—you never know when your Instagram account could lead you to a major fashion campaign.
