@vanityfair
Instagram · Interview Q&A
@vanityfair @themarcjacobs doesn’t believe in dubbing someone “the next so-and-so.” The American style icon and Style Issue cover star looks to the future of fashion in VF’s Lie Detector Test. Watch the full video at our link in bio. Director @clairebuss_ DP @paola.eo Editor Jamie Gordon Producer @madisoncoffey Camera Operator @king_of_ny Gaffer @davidxdjaco Audio @nicmaupin PA @jaygotaim_
Performance
Video #39665 · Interview Q&A
[01]
Fashion designer Marc Jacobs responds to an off-screen interviewer's questions, refuting comparisons of new models like Alex Consani and Kaia Gerber to icons like Kate Moss and Linda Evangelista. He explains his philosophy against pitting women against each other and emphasizes individuality by sharing a personal anecdote about being told he would be 'Marc Jacobs, not the next Calvin Klein.' He concludes by stating he doesn't give advice to the younger generation, but only shares his own experiences.
[02]
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[05]
What stops the scroll in the first 3 seconds
Verbal hook · 30%
You like to work with new models on the runway, but hold certain fashion icons in high esteem.
Visual hook · 70%
A medium close-up of Marc Jacobs sitting in a chair with lie detector equipment attached to his hands and chest, creating immediate curiosity about the interview's premise.
[06]
Steal this for your own video
A medium close-up of seated with visibly attached, signaling they are about to be held accountable for something.
[07]
The promise the opener makes, and how the video pays it back
Hook
An interviewer poses a high-stakes comparative question to an expert, forcing them to judge a modern entity against a legendary one, creating immediate intrigue.
Payoff
The viewer gains a surprising and memorable insight into the expert's unique worldview, which feels more profound than a simple answer to the initial questions.
[08]
The structural pattern this video runs on
Framework
The Principle Reveal Gauntlet
To establish an expert's authority and unique philosophy by first having them reject a series of common assumptions, and then revealing the personal principle that drives those rejections.
The Comparison Gauntlet
The expert is subjected to a rapid-fire series of similar comparative questions, establishing a clear testing scenario.
The Pattern of Rejection
The expert consistently and bluntly negates the premise of each question, creating a pattern of refusal that builds curiosity and tension.
The Motivational Inquiry
The interviewer pivots from asking 'what' to 'why,' directly questioning the expert's reason for the repeated rejections, shifting the focus from judgment to philosophy.
The Foundational Anecdote
The expert shares a personal, formative story that explains the origin of their core belief, providing an emotional and logical anchor for their stance.
The Distilled Philosophy
The expert is asked a broad, concluding question (e.g., for advice), which they answer with a short, powerful, and often contrarian statement that summarizes their entire viewpoint.
The Nuanced Coda
The expert provides a final, brief clarification of their distilled philosophy, adding a layer of nuance that reinforces their authority and concludes the thought.
@themarcjacobs doesn’t believe in dubbing someone “the next so-and-so.” The American style icon and Style Issue cover star looks to the future of fashion in VF’s Lie Detector Test. Watch the full video at our link in bio. Director @clairebuss_ DP @paola.eo Editor Jamie Gordon Producer @madisoncoffey Camera Operator @king_of_ny Gaffer @davidxdjaco Audio @nicmaupin PA @jaygotaim_
Like to work with new models on the runway, but hold certain fashion icons in high esteem. Would you say this person is this generation's Kate Moss? No. What about this person? No. Is she more of a Linda Evangelista? No. Is that because you don't like putting women against women? Yes. Partially, yes. Partially what else? Well, she's Kaia Gerber, and the other woman is Alex Kinsani. So I remember, like, when I was younger, a lot younger, and my grandmother might have said it, like, he'll be the next Calvin Klein. And it's and someone else corrected her, said no. He will be Marc Jacobs, not the next so and so. So I I think I've always had that in my head, like, never to say things like the next so and no, whatever. What is your advice for the younger generation of artists in fashion? I don't give advice. That was truthful. Why not? I can share my experience, but I'm no far be it for me to give advice.