Marc Jacobs launches the next chapter of its JOY program, marking one of the brand’s most ambitious projects to date. Inspired by Marc’s runway notes, JOY evolves into a season-long initiative that combines fashion, art, and cultural collaborations. The program unfolds through capsule collections, creative partnerships, and large-scale installations across key cities, all with JOY as both muse and message.
The Fall 2025 campaign builds on what began in July with the debut of Cristina and the launch of the Fall collection. From New York to Tokyo, JOY presents a continuous rollout of projects that extend far beyond a single campaign. By engaging artists, musicians, and global brands, Marc Jacobs creates a platform that embraces collaboration and expressive design.
At the core of the project are three capsule collections co-created with artists Derrick Adams, David Shrigley, and Hattie Stewart. Each one reinterprets Marc Jacobs icons such as The Tote Bag, The Snapshot, ready-to-wear, and accessories. Adams introduces geometric forms that channel rhythm and color. Shrigley applies his satirical wit to everyday icons, turning humor into wearable graphics. Stewart brings her pop-surrealist florals and characters, delivering psychedelic energy and optimism.
JOY expands beyond Marc Jacobs through an unprecedented list of brand collaborations. Converse introduces artist-designed takes on its iconic silhouette, with each pair individually numbered. SHUT creates collectible skate decks animated with Adams’ graphic shapes and Stewart’s signature daisies. Crayola produces limited-edition colored pencil sets, featuring designs from Shrigley and Adams on custom packaging. Moleskine joins with notebooks that carry Adams’ bold forms and Stewart’s whimsical characters. Maxbone translates JOY into pet accessories, including raincoats, collars, and plush toys designed with Adams’ and Stewart’s visuals.
Gibson, Barbie, and Brompton round out the partnership roster. Gibson Les Paul guitars receive custom artwork from Stewart, creating instruments that function as both tools and artworks. Two Barbie dolls appear dressed in miniature versions of Marc Jacobs looks, reinforcing JOY as both collectible and playful. Brompton folding bikes carry graphics by Shrigley and Stewart, merging practicality with artist-led visuals.
The program unfolds through immersive experiences worldwide. Installations and curated pop-ups open at Galeries Lafayette in Paris, Isetan in Tokyo, and The Standard High Line in New York, with Nordstrom’s flagship in New York already presenting its iteration of JOY. Each site carries its own version of the program, reinforcing its global reach. Visitors can step into environments shaped by the artists’ work while exploring exclusive products and experiencing JOY in real time. JOY reaches its finale in December during Art Basel Miami. There, Marc Jacobs will stage a multi-sensory event that unites fashion, art, and cultural play.
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Through artists, collaborations, and installations, Marc Jacobs positions JOY as the defining theme of Fall 2025. From limited-edition collections to guitars, skate decks, notebooks, and even bikes, JOY moves beyond a campaign and into everyday life.
Discover full collection in our gallery below.
