The U.S. fashion label is collaborating with the art world for a whimsical editorial.
The campaign’s New York backdrop is dotted with artwork from British visual artist David Shrigley, London-based illustrator Hattie Stewart and American visual artist Derrick Adams. Image credit: Marc Jacobs For the company’s fall/winter 2025 campaign, released on July 31, the company turned to Danish model Mona Tougaard , Chinese model Xiao Wen Ju and American actress and model Diana Silvers for a campaign set in New York.
The initiative, titled “Joy,” embraces a carefree attitude while spotlighting the new 72 Spring Sneaker and the work of three contemporary artists.The campaign, which includes still images and a short film, explores self-expression and individuality. Its assets embrace the beauty of New York, turning the mundane into cinematic backdrops. While the three models don singular outerwear, low-rise jeans, printed knits and various iterations of suede, the campaign’s real stars are the 72 Spring Sneaker and The Cristina. The former is a vintage-inspired trainer that mixes suede and mesh and comes in four different colorways: raspberry pink, daisy yellow, white and black. The Cristina Satchel is available in four different colorways: ivory, beech, dark plum and black. Image credit: Marc Jacobs The Cristina is a sculptural purse with a curved silhouette that can go from day to night. The nappa leather handbag was inspired by archival designs. Sprinkled throughout the campaign are artworks created by British visual artist David Shrigley, London-based illustrator Hattie Stewart and American visual artist Derrick Adams. All three were tasked with creating art that explores the idea of joy. The use of the trio’s artwork teases a forthcoming capsule collection, which will debut in September. The soon-to-be-released collection reimagines their artwork as wearable garments. American photographer Nick Newbold captured the campaign’s visuals and New York and Paris-based stylist Stella Greenspan styled the shoot. In the coming months, the brand will continue storytelling the Joy campaign with a series of collaborations, product drops and immersive events around the world.The “Joy” campaign embraces New York and follows in the footsteps of the company's pre-fall 2025 campaign, titled “Staycation,” which saw American rapper and singer Doja Cat transforming the city into a dream destination for the summer season ( Campaign visuals capture the star relaxing at construction sites and on fire escapes. Image credit: Marc Jacobs/Stef Mitchell Beyond Marc Jacobs, classic American brands such as U.S. fashion label Ralph Lauren are drawing inspiration from the cultural capital. In July, the company’s perfume house, Ralph Lauren Fragrances, unveiled a scent and campaign that paid homage to Manhattan’s colorful past with the aid of American singer-songwriter and dancer Usher Raymond IV, known by his stage name Usher ( Alongside offering brands with an enviable backdrop, New York has played host to a bevy of marketing activations this summer, from U.S. department store chain Nordstrom’s pop-up outdoor dining experience 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","iv":"8b25c3429869459a68ce46669c78e90c","s":"e5f7f3740f4e5526"}
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