Marc Jacobs introduces his Fall 2025 campaign under the title JOY, bringing a lightness and energy to the city through color, proportion, and presence. Photographer Nick Newbold captures models Mona Tougaard, Diana Silvers, and Xiao Wen Ju moving through familiar corners of New York, turning sidewalks, diners, and apartment spaces into lively extensions of the collection’s tone. The campaign doesn’t dress up the city, it lets the clothes and accessories take center stage in everyday surroundings, adding playfulness without forcing contrast.
The campaign’s concept builds directly from the season’s runway collection. The design approach leans into form, color, and a clear sense of ease. The pieces deliver on that direction with volume, pop tones, and confident structure. The models skip, sit, pose, and relax through their scenes without staging dramatics. Everything feels direct and deliberate, from styling choices to props. The mood remains lifted, even when placed in familiar or unpolished settings.
The collection introduces the 72 Spring Sneaker, a vintage-inspired trainer that pairs with nearly every outfit in the campaign. It doesn’t dominate the frame, but its retro cues support the casual tone of the styling. Still, the real focus shifts to The Cristina, the new bag that follows each model throughout the campaign’s scenes. Tucked under arms, placed on diner counters, or left on apartment floors, the bag moves with them. Marc Jacobs positions The Cristina not as a prop, but as a part of the wearer’s rhythm.
Original pieces by artists David Shrigley, Hattie Stewart, and Derrick Adams frame several of the images, each interpreting JOY through their own lens. These collaborations will expand into capsule collections launching in September, extending the presence of JOY into art and design objects. Rather than keep the project confined to printed visuals, the campaign opens a channel for additional expressions to follow.
The models carry the energy through motion, across sidewalks, inside corner stores, in between bites of food, or lounging after hours. As autumn approaches, Marc Jacobs plans to extend the campaign into a wider sequence of collaborations and global activations. These moments will continue to explore how JOY lives within the brand as a working framework for what fashion can do. JOY, in this case, doesn’t arrive as spectacle. It comes through scale, gesture, and movement. It wears The Cristina. It walks in 72 Spring Sneakers. And it looks comfortable doing both.
