If there’s one thing Marc Jacobs knows how to do, it’s producing viral campaigns — his Heaven by Marc Jacobs line has become renowned for them, featuring everyone from Mia Khalifa to Lil Uzi Vert, Ice Spice, and Michelè Lamy — and now his eponymous mainline House has tapped none other than Kim Kardashian to be the face of its Fall 2023 campaign.

Shot by London-based photographer and filmmaker Tyrone Lebon (who has worked with Frank Ocean, Stüssy, and Bottega Veneta), and styled by the stylist, Creative Director, and i-D‘s Editor-in-Chief Alastair McKimm, the campaign teaser sees Kim K starring right into the lens, of course in her usual sultry manner.

The teaser has caused quite some controversy — heading over to the House’s Instagram page, we find many fans commenting on how Kim Kardashian was not the right fit for the brand. However, it’s not the first time she’s modeled for a brand — remember her Balenciaga stint?

Thus, her influence is undeniable — something many brands and creatives are tapping, as she explores acting with American Horror Story, having herself sampled by Drake, and of course, controversially co-creating a collection with Dolce & Gabbana.

Stay tuned to Hypebeast for the full Marc Jacobs campaign, which is set to launch later today.

In related news, check out the Heaven by Marc Jacobs x Bleach London collaboration.
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