Winona Ryder is Marc Jacobs’s Felon Turned It-Girl

Winona Ryder is back as the face of Marc Jacobs’s campaign for its new J Marc shoulder bag, shot by Harley Weir and styled by Emma Wyman. As the original ‘grunge princes,’ Ryder’s campaign is reminiscent of the 90s grunge aesthetic. Specifically, one image from the campaign captures the timeless star wearing a tulle skirt, Jacobs’s Kiki boots, a long-sleeve top, and a tangerine J Marc shoulder bag. To top it all off, Ryder has a black manicure that contrasts the look. As for her beauty, Ryder is very reminiscent of her early days: heavy kohl liner, dark lip, and a short, choppy haircut.

Ryder has a complicated history with the Jacobs brand; back in 2001, Ryder infamously shoplifted at the Saks Fifth Avenue store on Wilshire Boulevard and stole merchandise worth $5,560. The most notable item the actress took was a cashmere Marc Jacobs sweater worth $760. At the time, Ryder’s actions were a complete scandal and made major headlines. Many fans did not want to believe the woman caught was her and denied the crime, including Ryder. However, Ryder was found guilty of theft and had served 480 hours of community service. Humorously, Ryder wore a Marc Jacobs sweater dress from the Fall/Winter 2001 collection featuring a trompe l’oeil collar to the trial. She purposefully did not speak about the incident, until an interview with Interview Magazine in 2013. Looking back, Ryder said she was thankful for the incident: “I did come up against what felt like a wall. And with what happened … I really needed the time off, which ended up being a couple of years. In a weird way, it was almost like the best thing that could have happened because I’d never asked myself the question before, ‘Is it okay if I’m not going to act? Is there anything else?”

2 years after the scandal in 2003, Ryder became the face of Jacobs’ Spring 2003 ad campaign, photographed by Juergen Teller. This choice was great PR for Ryder and marketing for Marc Jacobs. The campaign addressed the faults of today’s cancel culture by giving Ryder a second chance. The 2003 campaign was the first, but certainly not the last collaboration between the brand and the actress. The pair attended 2007 Met Gala together, which celebrated “Poiret: King of Fashion.” Ryder starred in the Marc Jacobs Fall/Winter 2015 campaign along with Cher, Anthony Kiedis, and Willow Smith. She also was the face of Marc Jacobs Beauty’s 2016 campaign.

Now, the Stranger Things star is back promoting the launch of the J Marc shoulder bag, demonstrating the power of forgiveness as well as a genuine and long-term connection to a brand.