Antonio Mcgowan
Kaia Gerber, the daughter of supermodel Cindy Crawford, has been the face of Marc Jacobs' perfume Daisy since 2017. Gerber, who was 15 at the time, was joined by models Sofia Mechetner and Dilia Martins in the campaign, which was shot by photographer Alasdair McLellan in a field of daisies in Los Angeles. In 2020, during the lockdown, Gerber shot her own Marc Jacobs perfume ad while recovering from a wrist injury.
| Characteristics | Values |
|---|---|
| Model | Kaia Gerber |
| Brand | Marc Jacobs |
| Product | Daisy perfume |
| Photographer | Alasdair McLellan |
| Year | 2017 |
| Gerber's Age | 15 or 16 |
| Other Models | Sofia Mechetner, Dilia Martins, Aube Jolicoeur, Faith Lynch |
| Setting | Field of daisies in Los Angeles, California |
| Dress | White, boho |
| Mood | Carefree, playful, light-spirited |
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What You'll Learn
Kaia Gerber's first fragrance campaign
Kaia Gerber, daughter of supermodel Cindy Crawford, landed her first-ever fragrance campaign in 2017 for Marc Jacobs' Daisy perfume. The campaign was shot by photographer Alasdair McLellan in a field of daisies in Los Angeles, reflecting the perfume's signature bottle. The then 15-year-old Gerber was joined by fellow teen models Sofia Mechetner and Dilia Martins, wearing white boho dresses, braiding each other's hair, twirling daisies, and grinning, embodying a carefree and light-spirited vibe.
Gerber expressed her excitement about the campaign, saying, "I'm thrilled to be the face of Daisy Marc Jacobs; the campaign is playful and light-spirited, and that is exactly the way I feel most days. This is my first global fragrance campaign, and I am honored it is with Marc Jacobs, an iconic brand I have known and loved for as long as I can remember."
In 2020, during the lockdown, Gerber continued her collaboration with Marc Jacobs Daisy, shooting her own social media campaign while recovering from a wrist injury. She shared her experience of how fragrance made her feel happy during uncertain times, revealing that she had been wearing the Daisy perfume daily, even while quarantining at home. Gerber's dedication to the brand, despite the challenges, showcased her commitment to her role as the face of Marc Jacobs Daisy.
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Marc Jacobs Daisy perfume
Gerber said of the campaign:
> I'm thrilled to be the face of Daisy Marc Jacobs; the campaign is playful and light-spirited, and that is exactly the way I feel most days. This is my first global fragrance campaign, and I am honored it is with Marc Jacobs, an iconic brand I have known and loved for as long as I can remember.
The campaign was shot by photographer Alasdair McLellan in a field of daisies in Los Angeles, echoing the signature bottle of the Daisy fragrance. It also featured fellow teen models Sofia Mechetner and Dilia Martins, wearing white boho dresses, braiding each other's hair, twirling daisies, grinning, and pushing each other on swings.
In 2020, Gerber continued her work with Marc Jacobs, shooting her own social media campaign for the Daisy perfume while in lockdown and with a dislocated wrist. She wore a flouncy white dress and stood in a California field, embodying the "Daisy girl" spirit.
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Gerber's self-shot ad campaign
Kaia Gerber, the daughter of Cindy Crawford, has been the face of Marc Jacobs' perfume Daisy since 2017. Serving as the face of Marc Jacobs was one of Gerber's first major modelling jobs. In 2020, during the lockdown, Gerber shot her own Marc Jacobs perfume ad while recovering from a wrist injury. In the ad, she is seen in a California field wearing a flouncy white dress. The self-shot social media campaign was released on Gerber's Instagram account, where she had revealed her injury three days prior.
The Marc Jacobs Daisy fragrance was launched in 2007 and celebrated its tenth anniversary in 2017. The 2017 campaign, shot by photographer Alasdair McLellan, featured Gerber with models Sofia Mechetner and Dilia Martins. The models are seen wearing white boho dresses, braiding each other's hair, twirling daisies, and grinning, all while pushing each other on swings. The campaign was meant to look vaguely Virgin Suicides–esque.
Gerber's 2020 self-shot ad campaign was well-received, with Jacobs himself commenting, "Fantastic". Gerber's injury, however, made it difficult for her to apply the perfume, and she had to make do with the old "spray, delay, and walk away" method.
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Fellow models in the ad
In 2017, Marc Jacobs celebrated the tenth anniversary of his perfume, Daisy, with a new advertising campaign fronted by Cindy Crawford's daughter, Kaia Gerber. Gerber was joined by fellow teen models Sofia Mechetner and Dilia Martins in the campaign, which was shot by photographer Alasdair McLellan. The campaign was set in a field of daisies in Los Angeles, echoing the signature bottle of the Daisy fragrance.
In 2020, Marc Jacobs launched a new fragrance campaign for the Perfect Marc Jacobs perfume. The campaign featured a mix of consumers and A-list models, including Lila Moss, the daughter of Kate Moss, Alek Wek, Akon Changkou, and Mei Kawajiri, among others. The images for the campaign were captured by fashion photographer Juergen Teller under the creative direction of Marc Jacobs adviser Katie Grand.
While Kaia Gerber was not featured in the 2020 campaign for Perfect Marc Jacobs, she has continued to work with the brand. In 2020, she shot her own self-promotion for Marc Jacobs' Daisy perfume while in lockdown and recovering from a wrist injury.
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Gerber's injury during the ad shoot
Kaia Gerber, the face of Marc Jacobs' perfume Daisy, suffered an injury during the ad shoot for the fragrance. The injury was to her wrist, which was confirmed by an X-ray image she posted on Instagram. The cast on her arm went past her elbow. Gerber did not reveal the cause of the injury, only commenting on her Instagram post that she "had a little accident but I'm okay!".
The injury occurred during lockdown, and Gerber's busy schedule during this time included playing the guitar with her dad, dancing on TikTok, and starting an Instagram-based book club. Despite the injury, Gerber was determined to continue promoting the perfume. She filmed a light-hearted video, applying the perfume with her injured arm, which she shared on social media. In the video, she is seen wearing a flouncy white dress, standing in a California field, and attempting to apply the scent with her cast, struggling to spray the perfume and eventually settling for spraying and walking away.
The Marc Jacobs campaign, shot by photographer Alasdair McLellan, also featured fellow teen models Sofia Mechetner and Dilia Martins. The campaign was Gerber's first fragrance campaign and her first global fragrance campaign. It was also one of her first major modelling jobs, and she was just 15 years old when it was shot. The campaign was a celebration of the tenth anniversary of the Daisy fragrance's launch in 2007.
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Frequently asked questions
Yes, Kaia Gerber was cast in the Marc Jacobs perfume ad for the tenth-anniversary release of his perfume, Daisy.
Kaia Gerber is the daughter of supermodel Cindy Crawford. She is an internationally renowned model.
The Marc Jacobs perfume ad was Kaia Gerber's first fragrance campaign. She was 15 years old at the time.
The ad was shot in a field of daisies in Los Angeles by photographer Alasdair McLellan.
