Jan 22, 2019 | By Alice Gividen
Big data meets consumer insights. Experience WGSN.
Jul 24, 2015
Marc Jacobs announced in March its younger diffusion line, Marc By Marc Jacobs, would be folded into its mainline offering – just three seasons after the appointment of Katie Hillier and Luella Bartley at the brand’s helm.
But before MBMJ is put to bed it still has a number of commitments to follow through on in carrying its final Autumn/Winter 15 collection to completion.
Surprisingly, one of those commitments is its signature social media scouted #castmemarc ad campaign, presumably because the brand had already promoted the competition in advance of its decision to shutter.
For the S/S 15 #castmemarc ads the brand had chosen eleven winners, yet this season has scaled down significantly for obvious reasons as it’s unwilling to disappoint fans of the brand, and to celebrate one last hurrah.
The resulting lookbook and behind-the-scenes video shows the two winning models Emily Parsons from Stockholm and Lucinda Everist from Melbourne next to two other unnamed models.
We caught up with Everist – who’s signed to Viviens in Melbourne – to find out what it was like shooting the campaign and what her plans are for the future.
The 17-year-old has a striking resemblance to a young Liv Tyler and has had interest from international agencies but held off signing with anyone until she finishes high school in three months time…
Did you enter the #castmemarc competition yourself?
A photographer I knew suggested I enter the competition. Then I got a direct message on Instagram that I had been selected to be one of the finalists. From there I had to send in a video and some photos and my agent handled the rest.
Where were you when you found out?
I was just at home. I woke up and saw the message, told my mum and everyone started going berserk. I was a bit frozen just taking it all in.
What was it like shooting the campaign and did you get to meet Marc?
That would have been cool to meet Marc though the team on the day was great. It was quite tiring because I found out on a Friday I was confirmed for the job and flew out Sunday morning. The flight was 20 hours and when we landed we looked around New York that afternoon, then shot the photos the next day. We shot in a really cool old warehouse and were shooting for a while – around 14 hours.
What are your plans for the future once you graduate school?
I want to take a gap year (a typical break taken by Australian students between high school and university/college) and find some international agencies. I want to travel and model as much as possible in that time and see how it all goes.
BRIGHT YOUNG THINGS: Find out who and what are compelling youth culture now. Join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.