Marc Jacobs resets the tone with JOY, a Fall 2025 campaign built on city energy, concise silhouettes, and a rolling release plan.
Marc Jacobs is calling this fall a mood, and the mood is JOY. The new campaign trades grand sets for the city itself, catching quick gestures, big proportions, and clothes that move the way people actually do. It is a season-long project that will unfold with curated drops, collaborations, and live moments, turning product releases into a running story rather than a one-off ad push.
Nick Newbold shoots and directs, with styling by Stella Greenspan. The cast is Diana Silvers, Xiao Wen Ju, and Mona Tougaard, three modern muses who carry the brand’s punchy silhouette with ease. Hair comes by Jawara, makeup by Sam Visser, with casting by Anita Bitton.
Look closely and you’ll spot the house priorities: The Cristina bag front and center, plus the 72 Spring sneakers pacing the sidewalks. Scale and sweep do the visual work, not spectacle, which keeps the focus on how these pieces live in the real world.
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The images linger on New York corners and sunlit blocks, a reminder that Jacobs has always been fluent in the city’s speed. JOY reads as a working idea for the brand this season, not just a theme. Expect more chapters as the months go on.
The Fall 2025 collection is available now at marcjacobs.com and in select stores.
