When Marc Jacobs returned to its iconic SoHo location, the brand didn’t just reopen a store—it reannounced its presence in New York’s cultural bloodstream. Under the creative direction of Jeph Burton and Hunter Hampton, the campaign “Marc Jacobs is on Prince Street” launched as a series of short, stylishly strange Instagram films that made the statement unmistakable: Marc is back, and it never left.
Directed with a winking sense of fashion-world absurdity, the campaign leaned into intentionally mundane vignettes—each tagged simply with the location: Marc Jacobs is on Prince Street. The films ran natively on Instagram, turning social into a sidewalk and the grid into a storefront.
Shot with deliberate simplicity and a dry sense of humor, the work felt immediate, unpolished, and entirely New York. It didn’t beg for attention—it earned it by being unmistakably Marc.