Marc Jacobs Reveals First Look at New Campaign Featuring Kaia Gerber, Calls Her ‘New It Girl’

Designer Marc Jacobs has a reputation for kick-starting the careers of young models, and if his spring 2017 Marc Jacobs Beauty campaign is any indicator, Kaia Gerber is about to become the next big thing. In just-released images teasing the designer’s new campaign, the doe-eyed brunette wears bold makeup looks from Jacobs’s line and an even bigger, bolder, crimped-to-the-max coif.

But if the 15-year-old’s face already looks familiar, it’s for a very good reason: her mother is Cindy Crawford, one of the most successful and recognizable supermodels of all time. Her pedigree isn’t the only reason Jacobs picked Gerber to represent his new campaign, though. “My first thought was that she was beautiful and would make a great subject,” Jacobs said to Vogue. “She seems interesting. There isn’t one characteristic across the board. I think there’s room for everything.”

And Gerber’s fresh, cherubic face proves to be an ideal canvas for Jacobs’s daring new cosmetics. In one particularly striking image, included in a press release on Thursday, the teen slays in a dramatic eye painted with Jacobs’s Highliner Matte Gel Eye Crayon Eyeliner in Whirl(pool) and O!mega Lash Volumizing Mascara in Peacock. The look is, coincidentally, reminiscent of the vibrant liners that reigned supreme in the ’80s — Crawford’s heyday — before darker, smokier eyes took over. Gerber’s teased-out, crimped mane (do we spot a bit of Manic Panic dye in there?!) really drives the retro look home.

In a second image previewing the campaign, Gerber’s over-the-top mane is complemented by a toned-down look, with eyes outlined in black and a pout covered in Jacobs’s new Le Marc Liquid Lip Crème in Slow Burn.

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She may be a novice, but Gerber has definitely inherited her mom’s professional poise and talent for working the camera. “Shooting [Gerber] for the beauty campaign was fantastic in every way — her beauty, her charm, her incredible personality, and her professional work ethic, proved the apple doesn’t fall far from the tree,” Jacobs said in the press release.

Jacobs has an eye for these things. He’s credited for helping launching the careers of on-the-cusp models like Chloë Sevigny and Kendall Jenner, according to Vogue, which also noted that the designer took a chance on several up-and-comers at his runway show during New York Fashion Week in September. According to Vogue Australia, Jacobs predicts Gerber will be fashion’s new “it” girl.

Makeup artist Diane Kendal had a ball experimenting with Jacobs’ palette on Gerber’s camera-ready countenance for the spring 2017 campaign. “Marc wanted to do a youthful bold graphic look to feature all the beautiful new eye colors in the collection. the combination of the vibrant mascara and highliner together was perfect for Kaia’s natural beauty and poise,” she said, according to the press release. “I created a strong graphic shape with the highliner matte gel eye crayon eyeliner around her eyes and extended the lines out to give some drama to the look, then added the matching mascara to the top and bottom lashes. I chose to keep the rest of her face fresh and natural, playing out a look that is bold yet fun.”

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Even before Gerber landed the Marc Jacobs Beauty campaign, her natural allure and precociousness had started reaching a fever pitch this year. In August, she landed her first Vogue cover and has modeled for Versace and served as the face of Miu Miu’s Scenique eyewear campaign. Though she’s still a rookie in the modeling world, Gerber is off to a running start.

Jacobs attributes Gerber’s appeal partially to “simple nostalgia from MTV days — that sort of exuberance,” he told Vogue. The designer is thrilled to have the teen join the ranks of other models and actresses he’s admired enough to include in his high-profile campaigns. “We’ve been really fortunate to have had incredible women represent Marc Jacobs Beauty — from Edie Campbell to Jessica Lange,” he said in a press release. “And [we] are excited to add Kaia Gerber to that list. Shooting her for the beauty campaign was fantastic in every way.”

You can see a very young Gerber in one of her mom’s iconic Pepsi commercials — perhaps the beverage company will be the next to call.

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