Life at home while under quarantine means many routines are changing. For model Kaia Gerber, it means taking a “pretty big break” from an intensive makeup and skin-care regimen. But there is one thing she continues to wear on a daily basis: Marc Jacobs Daisy. “I’ve been wearing [the fragrance] since I was 12 or 13,” Gerber tells Allure. “I put it on — even though I’m not leaving the house — because it keeps me sane and makes me feel like I haven’t [strayed] too far away from my normal routine.”
The 18-year-old model is all about improving her well-being as she stays at home in Los Angeles. She FaceTimes with her Dogpound trainer every day to keep up her daily exercise routine and is fostering a three-week-old puppy to keep her company. (“We don’t really know [what kind of dog she is]. We think maybe part husky or part bulldog, but she’s so tiny and I feed her out of a bottle,” she gushes). She’s also taking an online class through Yale called, “The Science of Wellbeing,” to help her navigate her emotions and keep her spirits high.
“I’ve just really been taking the time to make sure I’m healthy on the inside,” she says. “In our minds, we keep going and going, and you don’t really have time to reflect on how your body is feeling and check back in. I’ve been very fortunate to use this time to check in with myself internally and that’s just been a really big part of my routine.”
Her new Marc Jacobs Daisy campaign hits a little differently given today’s current climate. The celebration of the brand’s most iconic fragrance brings a sense of nostalgia that goes far deeper than it used to.
“Rewatching it now and seeing the field and open air makes you think about the things you take for granted,” she says. “We’re holding hands and running through a field — right now that seems so crazy and completely out of the question. It’s just made me feel grateful and really reminded me of that time.”
Shot a couple of months ago, the campaign features the model with Adut Akech and Meghan Roche, enjoying a day under the sun in a field, happily holding bottles of the fragrance in their hands. In the age of quarantine and social distancing, the campaign is meant to transport us to a happier and simpler time — something that a good perfume can also do.