Artist Cindy Sherman Transforms Herself in Marc Jacobs’s New Ad Campaign

The campaign follows the artist's 2006 collaboration with Jacobs.

Cindy Sherman for Marc Jacobs Spring/Summer 2024. Photo: Juergen Teller, courtesy of Marc Jacobs.

Four decades in the business and Marc Jacobs has a starry new campaign to show for it. For its Spring/Summer 2024 outing, the fashion label has roped in several of its long-time collaborators to pose for its ad campaign, bearing out its influences and footprint. Featured in the campaign are the likes of musicians FKA twigs and Lil Uzi Vert (last seen balancing a cake in an elevator for Marc Jacobs’s 40th anniversary), model Lila Moss, and actor Dakota Fanning.  

But more to our point, Cindy Sherman shows up in a pair of shots, posing with Marc Jacobs’s Crystal Canvas Snapshot crossbody bags. The 70-year-old artist, however, isn’t just wearing the label’s latest fashion, but two of her (many) personas. In one, she appears harried in a long, damp curly wig that cascades down her white cardigan; in another, she looks poised in a tidy blonde wig, gloved hands, and sky-high boots.

Cindy Sherman for Marc Jacobs Spring/Summer 2024. Photo: Juergen Teller, courtesy of Marc Jacobs.

Sherman and the other subjects were photographed in front of the Marc Jacobs International offices in New York, some posing alongside a lamppost. The rawly shot campaign was lensed by Jacobs’s usual photographer, Juergen Teller, who turns up in another shot in a purple wig to match a pink Marc Jacobs Tote Bag in his hands. 

This is hardly Sherman’s first go-around with fashion advertising. The artist, best known for her self-portraits that shatter notions of identity and femininity, first teamed up with Jacobs and Teller in 2006 for a series of campaign images that were later compiled into a book. She’s also worked with such luxury brands as Louis Vuitton, Balenciaga and Comme des Garçons, and seen her work appear in collections by Undercover and Supreme. 

Cindy Sherman, Untitled #632 (2010/2023). © Cindy Sherman. Courtesy the artist and Hauser & Wirth.

The campaign arrives just as Sherman is unveiling a new body of work at Hauser & Wirth New York, encompassing about 30 images of the artist’s latest experiments with prosthetics and digital manipulation. More fittingly, “Anti-Fashion,” an ongoing exhibition at Deichtorhallen museum in Hamburg, Germany, is exploring Sherman’s close ties with the world of fashion through 50 of her works. It runs through March 3. 


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