Marc Jacobs

May 2024

For The Sack Bag Summer 2024 ad campaign, Marc Jacobs leans into a vibrant, high-energy aesthetic that bridges the gap between commercial polish and editorial flair. Captured by photographer Carin Backoff, the campaign features a dynamic cast of high-profile talent, including Sabrina Carpenter, Charli XCX, and Irina Shayk, who bring a sense of playfulness to the minimalist studio setting. The imagery utilizes studio strobe lighting to achieve a crisp, high-key look that allows the bold color palette—ranging from fuchsia pinks to soft lavenders—to pop against neutral, light grey and white backdrops. Stylist Alastair McKimm curates a texture-forward wardrobe, juxtaposing fuzzy knits and tactile bodices against the structured leather of the signature Sack Bag. By pairing these disparate elements with industrial-style bright yellow folding chairs, the campaign creates a striking visual tension. The result is a series of commercial portraits that emphasize both the brand’s iconic branding and the distinct personalities of its subjects. With grooming touches from makeup artist Carolina Gonzalez and manicurist Zola Ganzorigt, the project maintains a polished, cohesive finish. This campaign successfully channels a contemporary editorial minimalism, proving that even against a seamless, stripped-back backdrop, fashion photography can feel immediate, colorful, and relentlessly modern.

Editorial, Commercial, Commercial

Studio strobe, Studio strobe

Bags & Accessories, Bags & Accessories, Fashion, Fashion