When Marc by Marc Jacobs announced in April that it would be casting the fall 2014 campaign via Instagram, we were intrigued. Model aspirants were encouraged to post on Instagram or tweet using the hashtag #CastMeMarc, resulting in 70,000 submissions. (Clever: free advertising built-in to the casting process!) Nine finalists posed for the final ads, which were shot by David Sims and styled by Katie Grand. After some fallow years, the brand is taking interesting steps to change things up. Between enlisting Luella Bartley and Katie Hillier and hiring a tatted-up Irish skater to create prints, they’ve been trying out some creative new avenues. Our only complaint: How did this dude not make the cut? Way to miss out on the next David Gandy.