Kaia Gerber is the new face of Daisy Marc Jacobs' 10-year anniversary campaign.
The 15-year-old daughter of supermodel Cindy Crawford has been tapped by the designer himself to front the new advertisements, which mark a decade of the famous perfume. Photographer Alasdair McLellan helms the campaign, for which he went for a documentary-style finish using a 16-mm film, in which Kaia poses alongside fellow teenage models Sofia Mechetner and Dilia Martins in a meadow full of white daises, reflecting the fragrance’s floral title.
The TV, print and digital campaign will drop next month, with a focus on the latter as Kaia will also share the work on her various online accounts.
“I’m aware (of social media), and I’ve become appreciative of this social realm and audience. Just the reaction to Kaia in our beauty ads - there’s an accessibility to people,” Jacobs told WWD of his muse, having already chosen her to front his beauty line. “I don’t know how people got to that, how they came to follow Kaia or another person and become enamoured with an image... Because we live in that world, it just seems to enhance and add to that idea that when somebody feels this connection to a brand, product or fragrance, they want more.”
Simona Cattaneo, chief marketing officer of beauty manufacturing company Coty Luxury, explained there will be more content released as the year progresses - in a bid to keep momentum going until Christmas (Dec17). Polaroids, behind the scenes clips and other unique features will help achieve this, as will the release of a limited edition of Daisy Marc Jacobs.