You’ll never guess what Marc Jacob uses Instagram for

Nearly 70,000 Marc Jacob fans have been busy uploading selfies on Twitter and Instagram with the hashtag #castmemarc in an effort to be cast in the fashion designer’s latest campaign. The entrants were whittled down to 30 by Luella Bartley and Katie Hillier, the newly installed Creative Directors of Jacobs’ secondary line.

Jacobs explained why he decided to use social media to cast his campaign instead of using professional models: “It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong. We wanted the ads to shout with youth and energy…to be fresh and reclaim the spirit that the collection had when we first conceived of it—to be another collection, not a second line.”

This certainly provided Jacobs with a diverse cast, with people from South Korea and Australia being flown to New York to take part.

The campaign will debut in the August issue of Teen Vogue, so watch out!