Though Marc Jacobs is no stranger to play, for the coming season, he has not just flirted with the theme, but has made it an identity. Aptly titled “JOY,” the Marc Jacobs Fall 2025 campaign is precisely that: expressive, bold, and all smiles. Having taken inspiration directly from the season’s runway notes—a collection that plays to the “harmony of form or color, proportion, and authenticity”—the campaign communicates joy through the collaboration of fashion, art, experience, and storytelling. 

Photography by Nick Newbold

The three starring muses, Mona Tougaard, Xiao Wen Ju, and Diana Silvers, skip around New York City wearing pieces of the collection, debuting the 72 Spring Sneaker, a vintage-inspired sporty trainer. The real star, however, is this season’s it-bag, Marc Jacobs’ The Cristina. 

The Marc girl is multifaceted and flexibly fitting for any uptown or downtown day, so is her bag. Hugged tightly in arms, sitting pretty on city diner tables, or tossed to apartment floors, the ‘Cristina’ bag seems to be the sidekick to go just about anywhere. 

Photography by Nick Newbold

Original artwork by David Shrigley, Hattie Stewart, and Derrick Adams backdrops the campaign, teasing their own interpretations of “JOY,” which will evolve into exclusive capsule collections this September. As “JOY” expands and the autumn season rolls out, a series of collaborations and global events will follow.

Photography by Nick Newbold