Scene, action!

Marc Jacobs has unveiled “The Swap” for the fall 2026 season, the latest chapter in the brand’s “Question Marc” series of campaign storytelling following the brand’s debut pre-fall 2026 campaign, “The Scene,” with Rachel Sennott.

Now the brand’s latest campaign that melds culture, entertainment and fashion features actors Rowan Blanchard and Jemima Kirke, who appear in the first chapter of the episodic micro-drama. 

Set at Marc Jacobs’ spring 2027 runway show at the New York Public Library, the film features the duo attending the presentation, sitting nearby Jeremy O. Harris, and accidentally swapping their identical leather Scene handbags upon departure. From there, Kirke begins the hunt across New York City to find her own bag after uncovering Blanchard’s personal belongings inside before the duo reunite two days later for a reading at the brand’s Bookmarc store.

“’The Swap’ expands ‘Question Marc’ as an evolving storytelling series where each chapter introduces new characters, perspectives and cultural moments. While ‘The Scene’ explored the pursuit of visibility, ‘The Swap’ shifts the focus to perception — examining how fashion shapes first impressions and the stories we create about one another,” the company said in a statement, noting the Scene Bag serves as a catalyst for the story and key item in the collection.

“I like the bag mix up idea. I think it’s a lovely insight about the contents of a woman’s bag and how specific and revelatory they can be,” Kirke told WWD. “I’d never met Rowan before so our introduction to each other was, ironically, the story itself. I was genuinely curious about the objects in her purse which were broadly based on her own interests. Honestly, I felt shy to meet her so the defensiveness came quite naturally. And in turn so did the connection.”

The campaign also features a lineup of ready-to-wear, handbags, footwear and jewelry from Marc Jacobs’ latest commercial fall lineup, which are available to purchase via the brand’s global boutiques, on the brand’s e-commerce and with select luxury retailers. Prices range from $68 for a bow bag charm to $798 for an adorable faux fur leopard jacket.

“I love that the film takes something kind of ordinary and turns it into this funny chain of events, while still being grounded in New York and in the characters. I was really excited to be a part of the world of ‘Question Marc’ and to see how the story comes together in such an unexpected way,” Blanchard told WWD of the “The Swap,” which will continue to unfold with new chapters throughout the fall season.