watch kaia gerber star in the new daisy by marc jacobs film
The designer celebrates a decade of Daisy with a new muse and dreamy film by Alasdair McLellan.
This year Daisy by Marc Jacobs, a fragrance synonymous with youth, turns 10. To celebrate, and perhaps give the hugely popular scent a bit of a refresh, the brand have chosen Kaia Gerber — Cindy Crawford's daughter and one of the house's newest muses — as its latest face. The 15 year old, who was only five when the fragrance was released, was announced as a face of Marc Jacobs Beauty last year, so timing couldn't be better.
The new campaign is lensed by long time i-D contributor Alasdair McLellan and sees her and models Sofia Mechetner and Dilia Martins dance and play in a field of daisies — naturally. Dressed in flowing white lace, hair out and faces almost bare, it's in the spirit of previous campaigns starring models Hannah Holman, Ondria Hardin, Frida Gustavsson and Sophie Srej.
While several girls have represented the fragrance before Kaia, it's long been associated with Marc's friend and collaborator Sofia Coppola. In 2014 she directed her own Daisy film. A lot can change over 10 years, but it's nice to see that when it comes to Daisy, Marc is sticking with the classics.
Text Wendy Syfret
Image via Instagram