Marc Jacobs selected nine real people to be the faces of its new campaign by looking at their Instagram photos. The fashion brand put out a call for photo submissions in April with the hashtag of #CastMeMarc and over 70,000 people responded. Jacobs and casting director Anita Bitton, along with the brand’s creative directors Luella Bartley and Katie Hillier, selected 30 finalists and ultimately picked nine people from different backgrounds and locations to appear in the Fall/Winter 2014 campaign. The new social media stars were photographed by David Sims, and the campaign will debut in the August issue of Teen Vogue.

“It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong,” Jacobs told Women’s Wear Daily. “We wanted the ads to shout with youth and energy … to be fresh and reclaim the spirit that the collection had when we first conceived of it—to be another collection, not a second line.”

The new ‘Real People from Instagram’ campaign kicked off a few days ago, here’s the first look at the latest from Marc Jacobs.

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