Marc Jacobs Model Falls Down Stairs For XL Sack Bag Campaign

The Marc Jacobs marketing team is wild for this one. To promote its new XL Sack Bag, the style label captured a mannequin inexplicably tumbling down stairs whereas carrying the roomy tote — as a result of posing for normal ol’ picture shoots is so final yr, it seems.

In a now-viral video shared on Oct. 10, a brunette girl wearing silver separates and Marc Jacobs’s towering seven-inch platform boots elegantly rolls down a flight of concrete steps, the white purse by no means leaving her shoulder. Upon reaching the underside, she jumps to her toes, fixes her hair, and walks off body with out batting an eyelash. It is chaos. It is artwork. It is a serve, your honor.

Now, earlier than you get your panties in a bunch over Marc Jacobs treating its fashions like rag dolls, it is value noting that the girl within the video is knowledgeable stunt performer named Tereza Kubová. Judging by her Instagram, she has a lot of expertise safely flinging herself round for numerous tasks. Nonetheless, this does not reply the query on everybody’s thoughts: why? Why use a mannequin hurtling down a flight of steps to advertise a brand new bag? To show its sturdiness and injury-thwarting properties?

Marc Jacobs supplied no context or clarification whereas posting the video on Instagram, merely captioning it, “The XL Sack Bag,” and crediting artwork director Yulya Shadrinsky for capturing the clip. Upon additional evaluation, the “why” is definitely fairly clear. As Will Ferrell’s character famously says in “Blades of Glory,” “Nobody is aware of what it means, but it surely’s provocative . . . It will get the folks going.” It is meant to be wacky and catch you off guard.

Shadrinsky focuses on creating one of these unconventional, conversation-sparking content material for style manufacturers, beforehand making a mannequin roll down a giant dirt pile for Jean Paul Gaultier and one other karate kick a glass bottle for Alexander Wang. It is genius advertising and marketing for an period when folks reside on-line and talk by way of equally meme-worthy clips. It received you studying to the top of this suppose piece on a designer purse, in spite of everything.