“Fashion is dangerous”. when Marc Jacobs’ latest campaign is making waves on social media

Designer Marc Jacobs knows how to use provocation as a means of communication. To celebrate the launch of its new bag: XL Sack Bag, a video was published on Instagram showing a woman falling down the stairs. At the bottom of the stairs, the model gets up, straightens her hair and continues on her way as if nothing had happened. The reason for the collapse. The ankle boots worn by the model are Kiki, an iconic model of the American brand, with dizzying heels (15.2 centimeters), adopted by Kendall Jenner at the recent Met Gala. With more than 6 million views, the campaign has gone viral and generated a lot of reactions. “Fashion is dangerous,” one user commented under the video. If some Internet users see a certain “marketing genius”, others are less enthusiastic. “Is she okay?” asks @karensoto.salazar, referring to the model.

XXL contact shot

If the campaign is controversial, the team involved in its production is not surprised by this result. Indeed, photographer and videographer Yulia Shadrinsky was commissioned by Marc Jacobs to create this sequence. The Paris-based artist is known for her unique productions. Last March, he designed a mock robbery to showcase a collection by The M Jewelers, an American jewelry brand. As for campaign model Teresa Kubova, she is actually a professional stuntwoman. No one was hurt during the filming.