Marc by Marc Jacobs is looking for a new face for the brand via Instagram.

The American label has launched #CastMeMarc, a social media competition which allows users to upload pictures of themselves onto the popular photo-sharing website to be in with a chance of starring in their upcoming autumn/winter 2014 advertising campaign.

A multitude of fans have flocked to Instagram and Twitter since the competition launched on Wednesday (02.04.14) in hopes of being flown out on an all expense paid trip to New York where they will participate in a shoot between April 30 until May 1.

The lucky winner will also score top hotel accommodation in the Big Apple throughout their stay.

The marketing move appears to be part of the brand's overhaul as two new creative directors, British designers Katie Hillier and Luella Bartley, helm the brand while Marc Jacobs concentrates on his eponymous label.

The competition suggests the duo - who debuted their autumn/winter 2013 womenswear collection last year - are looking for a model to embody their new direction for the label.