During last season’s New York Fashion Week, subbing normal people for working models became a trend and the oh’ so clever designer Marc Jacobs took that idea a step further when he sought new models using the popular site Instagram. With the hashtag #CastMeMarc, over 70,000 hopefuls applied with dreams of starring in a future Marc by Marc Jacobs ad. “It seemed like a great idea to me, as casting through Instagram seemed cool, current, and strong,” Jacobs said. “We wanted the ads to shout with youth and energy…to be fresh and reclaim the spirit that the collection had when we first conceived it—to be another collection, not a second line.” Out of the thirty finalist selected, only nine were chosen to stand in front of the lens of fashion photographer David Sims.