After creating a branded bag and conquering social media, Nara Smith lands a campaign
The model's social media savvy has impressed Marc Jacobs, leading to a well-deserved campaign and boosting the brand's digital presence.
Nara Smith has proven her social media prowess, showing marketers and advertisers—including the talented digital team at Marc Jacobs—that she’s a force to be reckoned with. Her impressive numbers have paid off, and she’s now landed a well-deserved campaign.
While cooking and baking in luxurious designer outfits, her ASMR-style videos have become the hottest topic on TikTok and across social media. Parodies are at their peak, with successful and less successful imitators trying to step into the model's shoes. This trend even caught the attention of local influencer Danit Greenberg, with her corn schnitzel and ptitim creations, and popular food blogger Rotem Weinstock, in collaboration with the creative minds behind Factory 54.
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Smith described the red Marc Jacobs bag she featured in a viral video as a "delicious red bag." Typically known for sharing real recipes—ranging from smoothies to treats she makes for her model husband, Lucky Blue Smith—Smith stepped out of her usual content lane for this collaboration. Marc Jacobs approached her to "create" and "bake" their iconic mini tote bag in her signature video format.
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"Have you ever craved something so much that you can’t stop thinking about it until you have it? We craved a tote, so Nara Azizah Smith made one for us from scratch. Now available in stores," the brand posted on Instagram to its 12.3 million followers, alongside the TikTok post that garnered 15.3 million views. According to 'Vogue Business,' the video generated $966,000 in media value on TikTok and $285,000 on Instagram within the first 48 hours of its release. In other words, the brand significantly boosted its social media power thanks to Smith's exceptional marketing abilities.
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Following this success, it was only natural for Marc Jacobs to continue collaborating with Smith—despite the brand's own impressive digital initiatives. Recently, the brand began promoting a new denim bag in dark blue, available in various sizes and framed in black or off-white. The bag can be carried as a handbag or worn crossbody with a silver chain strap. And who’s the face of this campaign? You guessed it—Nara Smith.
"This campaign honors Nara's creative format," says Clara Ascoms, the brand’s strategic director, in an interview with 'Vogue.' "Not many brands can maintain a creator's voice while integrating their products into the narrative." Smith has exploded in popularity this year, with her followers increasing by about 700% since last January, according to influencer marketing platform Lefty. She has proven herself as a leading content creator with a very clear vision.
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As Smith's influence has grown, so has the conversation about her role in the rise of the "Trad Wife" trend in 2024—a term describing a married woman who promotes traditional gender roles associated with motherhood and homemaking (Smith, 22, has three children). Regardless, Smith's content is rightfully a hit, thanks to its consistent and specific aesthetic, leaning towards perfectionism, and offering an appealing, visually ambitious escape from everyday life. We’ll certainly keep watching.
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