Marc Jacobs’ Nails the ’90s Hip Hop Vibe with His Latest Film

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Hollywood releases blockbusters over the summer. Fashion releases the Fall campaigns. This week’s major offering is a new visual experience from Marc Jacobs. Directed by Jesse Jenkins, the clip features models Alek Wek, Natalie Westling, Slick Woods, Kiki Willems, and more all quietly posing to the tune of “Tomboy” by Princess Nokia. The commercial acts as a continuation of the still photos shot by David Hughes that were released earlier this month.

Overall it’s a rather subdued campaign by Jacobs standards, who in past years has had major image rollouts for his star-studded fall promotions. But it’s not like he needed to go the extra mile to bring eyes on his work this year, as this season was a big hit among editors, appearing in countless September issues, including issue 11 of CR.

What is it about this particular collection that has everyone so excited? Maybe fashion folk were taken with his showmanship. The presentation for his collection—in which models walked down the length of the (hauntingly empty) Park Avenue Armory building, only to exit it and pose outdoors for photographers—was innovative, and kind of a “moment” last show season. Or perhaps the clothes just really struck people. This season he’s touched heavily on hip-hop styles of the 1990s, a decade that been back in full for a few seasons. Whatever the reason, Jacobs certainly hasn’t missed the mark with this one.

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