Marc Jacobs has finally revealed his Marc Jacobs Beauty Spring 2017 makeup collection’s as the campaign’s brand ambassador stars 15-year old Kaia Gerber, Cindy Crawford’s daughter.
“My first thought was that she was beautiful and would make a great subject,” Jacobs says of his thought process behind the young muse, “She seems interesting. There isn’t one characteristic across the board. I think there’s room for everything.”
The Marc Jacobs Beauty campaign features a curly Kaia Gerber sporting two of the Spring 2017 collection’s must-have eyeliners. While in one picture she wears Le Marc Liquid Lip Crème in Slow Burn, in the other she channels a bright gel eye crayon eyeliner called Whirlpool.
The latter, as Marc Jacobs himself told Vogue US, is meant to recall a “simple nostalgia from MTV days—that sort of exuberance,” which in return inevitably reminds us of the Marc Jacobs spring/summer 2017 collection’s youthful motifs.
Shot by photographer David Simon, the campaign was styled by makeup artist Diane Kendal, who revealed that “Marc wanted to do a youthful bold graphic look to feature all the beautiful new eye colors in the collection. The combination of the vibrant mascara and eyeliner together was perfect for Kaia’s natural beauty and poise.”
As a result, she decided to create “a strong graphic shape with the highliner matte gel eye crayon eyeliner around her eyes and extended the lines out to give some drama to the look, then added the matching mascara to the top and bottom lashes. I chose to keep the rest of her face fresh and natural, playing out a look that is bold yet fun.”