Marc Jacobs International and Marc Jacobs Fragrances, a division of Coty Inc. [NYSE: Coty], announced today that model Kaia Gerber will star in the new worldwide advertising campaign for the brand’s iconic women’s fragrance, Daisy Marc Jacobs, which will debut globally in April 2017.
For ten years, Daisy Marc Jacobs has won hearts around the world with an effortless charm and youthful elegance. This spring, the new campaign stays true to Daisy’s core values of optimism, femininity, and a youthful free spirit. Shot on location in Los Angeles, California, in a beautiful meadow of wild daisies, the advertising is captured entirely on 16mm film for a candid and imperfect effect. The documentary-style imagery features Kaia from a first person point of view as she shares carefree moments alongside fellow models Sofia Mechetner and Dilia Martins in an ethereal countryside under blue skies.
Renowned fashion photographer Alasdair McLellan shot and directed the campaign with creative direction by Katie Grand and art direction by David James and the DJA agency. The television campaign features the track “Dream Baby Dream” by the London band Suicide.
“I’m thrilled to be the face of Daisy Marc Jacobs; the campaign is playful and light-spirited, and that is exactly the way I feel most days,” said Kaia. This is my first global fragrance campaign, and I am honored it is with Marc Jacobs, an iconic brand I have known and loved for as long as I can remember.”
The print and television campaign will go live globally in April, and will subsequently enter the digital space with exclusive content that will reveal more of the Daisy story via both Kaia’s and Marc Jacobs’ social media channels and in partnership with social influencers around the world. The Daisy Marc Jacobs fragrance originally launched in 2007 and embodies the essence of the Daisy girl who wears it: Timeless, yet young at-heart, with main notes of wild berries, white violet, jasmine infusion, and sandalwood. The scent was created by master perfumer Alberto Morillas of fragrance house Firmenich.
About Kaia Gerber
Kaia Gerber, 15, is an American model and daughter of supermodel Cindy Crawford and entertainment businessman Rande Gerber. In 2016, she won the Breakthrough Model of the Year Award at the Daily Front Row fashion media Awards. Known for her uncanny resemblance to her mother, Ms. Gerber signed with IMG models at the age of 13 and has appeared in publications such as Vogue, Teen Vogue, and CR Fashion Book. She is also currently the face of Marc Jacobs Beauty.
Editorial Credit: Daisy Marc Jacobs
Image Credit: © 2017 Alasdair McLellan