Designer Marc Jacobs knows how to use provocation as a communication tool. To mark the launch of her new bag, the XL Sack Bag, a video was posted on Instagram featuring a woman falling down the stairs. At the bottom of the steps, the model gets up, puts her hair back on and goes on her way, as if nothing had happened. The cause of the tumble? The boots worn by the model: Kiki, emblematic models of the American label, with vertiginous heels (15.2 centimeters), adopted by Kendall Jenner during the last Met Gala. With more than 6 million views, the campaign went viral and sparked many reactions. "Fashion is dangerous," one user commented under the video. While some Internet users see it as a certain "marketing genius", others are less enthusiastic. "Is she okay?" asks @karensoto.salazar in reference to the model.
XXL PR Stunt
While the campaign is controversial, the team involved in its production is not surprised by the result. Indeed, photographer and videographer Yulya Shadrinsky was commissioned by Marc Jacobs to make this sequence. The Paris-based artist is known for her particular stagings. Last March, she designed a fake heist to illustrate the collection of The M Jewelers, an American jewelry brand. As for Tereza Kubova, the model in the campaign, she is actually a professional stuntwoman. Heartbreak: no one was hurt during the filming.