Uber Teams With Marc Jacobs on Yet Another Fashion-Focused Collaboration

This perfume bottle could be yours if you take an Uber on March 26. (Photo: getty/ Collage Stephanie Jones)

Much like Kanye West circa 2012, Uber is doing everything it can to appeal to the fashion crowd — and it’s working. The car service has been keen on proving just how friendly it is to the Louboutin-clad crowd through recent partnerships. Recently, the company collaborated with Rag & Bone to provide “regular people” with tickets to the label’s spring 2016 show and even teamed up with Lyst, its largest competitor, to deliver designer wares to a few lucky New Yorkers. Now, according to WWD, Uber continues being über-eager, this time collaborating with Marc Jacobs to promote the brand’s Daisy fragrance.

Taking note of the pungent smell epidemic sweeping car services around the world, Uber users now have the option to hail special cabs decked out in daisies, with full-size bottles of the fragrance available to spritz — and purchase — by using the promo code MJDAISY. The offer starts Saturday, March 26, and lasts from noon to 6 p.m. (Unfortunately, despite Uber’s presence from Uganda to Ukraine, the option is available only in the DUMBO, Williamsburg, and Greenpoint areas of Brooklyn, as well as below 59th Street in Manhattan.)

Uber has steadily been trying to branch out from its regular taxi service, offering programs like UberRUSH, in which businesses can use Uber’s cars to quickly deliver their goods to customers. On the surface, Uber’s interest in wooing fashion fans and insiders may seem a bit random, but in reality it makes a lot of sense.

The service is beloved by the women who wear open-toe stilettos in the winter while running to and from fashion shows, market appointments, and events. Front-row regulars seek the warm comfort of a backseat to recharge their chilled bodies (and iPhones), especially during Fashion Week. In February, Uber penned a post lauding the virtues of using its Uber POOL service during the shows. In September 2014, it joined forces with the Glamsquad app to bring NYFW showgoers access to hair and makeup artists to help get them front-row-ready. During Men’s Fashion Week in Paris in June 2014, the company linked up with Mr. Porter on a special fleet of branded taxis that included a goodie bag curated by the e-tailer.

Uber’s moves to both appeal to fashion insiders and help make the industry more accessible for outsiders is pretty genius. Granted, this latest action with Marc Jacobs, though smart, does seem a little random. The scheme might not come up smelling like roses, but it certainly will smell of daisies.

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