With a cast led by Mona Tougaard, Diana Silvers and Xiao Wen Ju, Marc Jacobs’ new campaign captures an effortless rhythm on the streets of New York.
For Fall 2025, Marc Jacobs turns to the idea of JOY as both theme and mood, weaving colour, proportion and ease into a series of images by Nick Newbold. Models Mona Tougaard, Diana Silvers and Xiao Wen Ju move through diners, sidewalks and apartments, transforming everyday spaces into extensions of the collection’s tone. There’s no attempt to dramatise the city—its casual corners become the stage for a wardrobe that plays with volume, pop tones and confident silhouettes.
The clothes follow the same principles as the season’s runway: a deliberate focus on form, a sense of ease, and an energy that comes from how pieces are worn, not just how they’re styled. Accessories join naturally in the frame. The new 72 Spring Sneaker, with its vintage-inspired design, underlines the campaign’s relaxed pace, while The Cristina bag becomes a constant companion—resting on a diner counter, tucked under an arm or set down on a kitchen floor—never staged, simply present.
Art shapes the visual narrative too. Original works by David Shrigley, Hattie Stewart and Derrick Adams frame several shots, each interpreting JOY in their own way. These collaborations will unfold into capsule collections launching in September, expanding the concept into art and design objects.
As autumn approaches, the brand will extend JOY into global activations and further collaborations, keeping the focus on fashion’s ability to carry emotion through movement, scale and gesture. Here, JOY is not spectacle—it’s the rhythm of a bag swinging at your side, the bounce of sneakers on pavement, and the quiet confidence of feeling at ease.
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