When Marc Jacobs posts on social media, you should expect to be surprised.
To present his spring-summer 2024 collection and at the same time celebrate his 40 years of creation, the fashion designer published a sensational video on his Instagram account on January 29.
In it, he appears in a New York apartment decorated with balloons, and blows on a cake garnished with 40 candles.
From the first seconds, the flames of the candles tangle, then gain momentum as Marc Jacobs desperately tries to extinguish them.
He ends by letting the cake catch fire, taking care to protect his bag, the famous “The Tote Bag by Marc Jacobs”.
Result of the little scare: more than 7 million views on Instagram.
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King of buzz
“I almost thought you were going to put out the fire with the bag,” writes a user under the video of the cake, while American journalist Eva Chen and television personality Sai De Silva ironically order the creator to “protect the bag".
Liked by actress Elle Fanning and stylist Louise Trotter, this video proves, if necessary, that Marc Jacobs always manages to sow excitement on social networks.
We remember the video that went viral at the end of 2023: the one where a model hoisted on platforms with dizzying heels tumbles down the stairs.
On video, why did the Marc Jacobs show in New York only last 3 minutes?
Whatever one may think, the buzz generated by this video offers the label visibility on the shooting of its spring-summer 2024 collection, highlighted immediately.
The photos highlight several celebrities immortalized by photographer Juergen Teller, such as the 70-year-old artist Cindy Sherman, the actress Dakota Fanning and even Lila Moss, the daughter of Kate Moss.