EXCLUSIVE: Marc Jacobs Taps Adriana Lima, Lourdes Leon and More for Handbag Campaign

Marc Jacobs is celebrating several of his bestselling handbags in a new campaign.

Titled “The Marc Jacobs Essentials,” the brand’s campaign taps models Adriana Lima, Lourdes Leon, Joan Smalls and Colin Jones to spotlight Marc Jacobs’ “The Tote Bag,” “The Sack Bag,” “The Snapshot Bag” and “The Mini Bag.”

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The campaign, which was styled by Jermaine Daley and directed by BRTHR’s Alex Lee and Kyle Wightman, showcases the models against a New York backdrop sporting the Marc Jacobs’ handbag styles. The campaign’s lifestyle imagery was photographed by Valentin Herfray and the still imagery was photographed by Clinton Hild.

Of the handbags featured in Marc Jacobs’ campaign, the brand’s “The Tote Bag” is arguably its most recognizable. Launched in 2019, the handbag has become a favorite that’s been released in myriad colorways and utilized in Jacobs’ collaborations.

Last year, “The Tote Bag” won the Circana Top Item Award at the Accessories Council’s fifth annual Design Excellence Awards. The award recognized the top dollar volume item that saw the strongest recovery since 2020, per company data.

The Marc Jacobs Essentials campaign comes during the fashion designer’s 40th anniversary of his namesake brand. To celebrate the anniversary, Jacobs revived his collaboration with Stephen Sprouse in June for a graffiti-inspired version of the designer’s Tote Bag.

Last year, it was announced that Jacobs was bringing back his label’s beauty line after signing a licensing deal with Coty. The brand will be relaunching in roughly two to three years. Coty already owns Marc Jacobs’ fragrance license, which it has operated for roughly 20 years.

Jacobs debuted the beauty label in 2013 under Kendo, the beauty incubator launched by LVMH Moët Hennessy Louis Vuitton and Sephora.

The Marc Jacobs Essentials campaign will be released in chapters starting Tuesday and continues through next year.

Launch Gallery: Marc Jacobs Essentials Campaign Photos

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