Kaia Gerber’s latest campaign is the definition of a perfect summer (and we’re taking notes)


According to the It Girl, living life to the fullest comes by way of a few simple summer ingredients – and they’re not what you’d expect.

Kaia Gerber has been picked as the latest muse in Marc Jacobs’ Daisy Love campaign, the recent rendition to the fragrance that’s been front and centre of shelfies worldwide for more than a decade.

The American model and daughter of legendary supermodel Cindy Crawford appears on the beach, windswept, sun-drenched and surrounded by all the elements fundamental to a perfect summer.

The series of vibrant vignettes are shot entirely on film by celebrated British fashion photographer Alasdair McLellan.

The obvious things are there: seemingly endless sunlight hours, warm temperatures and a sense of escapism from day-to-day responsibilities. But at the heart of the campaign is an exemplary display of friendship, sisterhood and, well, high-spirits realised by the perfect fragrance.

 Kaia is captured alongside models Aube Jolicoeur and Faith Lynch.

Building on the femininity of the original fragrance, the Daisy Love scent is elevated to new heights of playful sophistication thanks to notes of crystalised cloudberries, daisy tree petals, creamy cashmere musks and driftwood.

If Kaia’s latest campaign is anything reminiscent of your idyllic summer (we see you perfectly tousled hair and lightweight knitwear), all you need to sweeten the deal is a couple of close friends and a bottle of Marc Jacobs’ latest fragrance as the Daisy (Love) on top.

Photos: Supplied

Daisy Love Marc Jacobs is available now from Farmers, Life Pharmacy and selected independent pharmacies nationwide.

Daisy Love Marc Jacobs EDT 100ml, $149 | 50ml, $119 | 30ml, $89
Daisy Love Marc Jacobs Body Lotion 150ml, $65