Marc Jacobs ‘My America’ Instagram Campaign Attracts Attention

Current fashion as a whole requires immediacy and the recognition of changing trends. Unlike the past, where the fashion and retail industries were closed off experiences, social media has sped up the process of being exposed to these new trends, outfits, and styles. Instead of waiting months for the next magazine issue to come out, customers and consumers expect and want the new trend at their fingertips. Because of this, it is imperative that trend watchers look toward the future, to stay ahead of the curve.

For trend watchers, constantly observing the subtle and elusive changes that signal fashion shifts is crucial. However, mere observation is not enough. For trend watchers’ work to actually become a reality, the creation of a framework for how the shift began and where it is likely to go in the future within a social system is also needed.

These fashion changes predominately occur due to social changes within the world. A prime example of a recent social change that has caused a style change would concern fashion designer and trend watcher Marc Jacobs.



Headshot of Marc Jacobs


Marc Jacobs’ Spring 2016 Ad Campaign was widely documented and discussed over the past few months, for a couple of reasons; one of them being social change.

In a recent exclusive where Jacobs revealed his thoughts and feelings on the campaign, he said that this season’s ad campaign was driven by his inspiration from the spirit of equality in the United States. In other words, Jacobs was referring to how the idea for the collection and campaign itself was brought about by the June 2015 Supreme Court ruling in favor of legalizing same-sex marriages.

Despite his inspiration for the project, though, Jacobs’ campaign was a major success for a different reason; the location in which he initially exposed the campaign to the public.

As with many current fashion designers, Jacobs has now grown fond of social media platforms, such as Instagram. With his 2016 Ad Campaign, Jacobs decided to ignore posting the images on traditional forms of media, such as the company’s website, and instead went directly to his consumers with his personal story of the campaign.


Screen Shot 2016-04-19 at 9.09.20 PM

Marc Jacobs Spring 2016 Instagram Photo Shoot


By directly posting the text-laden story behind the campaign, (as well as a few images) on his personal Instagram account, Jacobs had struck gold. Due to the recent social change in the United States, and its widespread effects, the inspiration behind the campaign resonated with thousands of his fans. Jacobs’ main intention with the campaign was to simply display his own personal feelings and pride of the United States at the time, but it became much more than that for many consumers.

Marc Jacobs’ Spring 2016 Ad Campaign is noteworthy because of the impact it had on consumers. By appealing to the emotions of many supporters of same-sex marriage, and by reaching out to his fans personally through his Instagram account, Jacobs’ deeply emotional and personal campaign was the first blatantly consumer-facing communication to express the company’s new brand focus. Topping the Business of Fashion’s ranking of the Top 10 Campaigns of the Season, Jacobs’ campaign is one that demands the attention of fashion and retail leaders, and serves as a model for a successful social media marketing campaign.


4 thoughts on “Marc Jacobs ‘My America’ Instagram Campaign Attracts Attention

  1. It almost seems not as though this campaign was made for Instagram as much as Instagram was made for this campaign. You know how they say, “a picture is worth 1,000 words”? Well the images shared on his account are worth about 10,000! Jacobs did a great job capturing the intimacy this photo sharing app offers and connecting that with the intimacy and passion so many people share on the issue of same sex marriage. Another aspect of Instagram that helps deliver his message effectively is the capability to reach followers wherever they are. Almost all Instagrammers access the site via their smart phones, so the message is really able to hit home much better than if the reader were to search for the campaign on their desktop.

    Liked by 1 person

    1. I couldn’t agree more. I found it fascinating that Jacobs was simply doing what pleased him the most, which was making the campaign very personal to himself and his feelings, yet it accrued such great success. It’s quite interesting how certain things impact certain people.


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