Marc Jacobs has tapped Nara Smith for its latest Mother’s Day campaign. Marc Jacobs chose the figure whose online presence has redefined the aesthetic of domesticity for a modern audience. 

Anchored by Smith’s persona, the brand’s latest campaign isn’t about staged glamour but a carefully curated glimpse into her daily life, seamlessly integrating Marc Jacobs’ accessories into the fabric of her motherhood.

Leveraging Smith’s established connection with her audience, this move signals a deliberate shift towards a more relatable, authentic portrayal of the brand.

In the heart of this campaign, Marc Jacobs essentials are presented not as mere accessories, but as integral components of a modern mother’s daily life. The Quilted Dual bag, the undisputed star, transcends its status as a luxury item; it becomes a practical tool, a companion for “moms on the move.” Its design, blending functionality with a distinct aesthetic, is showcased within the context of Smith’s everyday activities, subtly reinforcing its utility and style. We see it nestled amongst daily necessities, suggesting a seamless integration into the rhythms of a busy mother’s life. And of course the icon of the brand: The Tote Bag.

The campaign delicately highlights the playful elegance of the Daisy Earrings and the Daisy Balloon Necklace beyond the practicality of the bag. These pieces, while undeniably chic, are presented with a sense of accessibility, adding a touch of refined glamour to Smith’s casual, domestic settings.

Take a look at the campaign below.