Marc Jacobs leans into a gritty, hyperreal vision of city life with its Pre-Fall 2025 “Staycation” campaign, fronted by musician and style icon Doja Cat. Far from a postcard-perfect getaway, the campaign offers an unapologetically urban summer, all scaffolding, sirens, and concrete heat, infused with Jacobs’ downtown cool. The project also teases Doja Cat’s unreleased track “Jealous Type,” hinting at her forthcoming album Vie.
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Shot by Stef Mitchell and styled by Sydney Rose Thomas, the campaign unspools across construction sites and curbside corners that turn into makeshift catwalks. Director Christian Breslauer’s video lens captures Doja Cat moving through these spaces, using city grit as her backdrop. It’s a calculated subversion of the vacation fantasy, no beaches or bungalows here, just the city’s restless rhythm. “Being on summer vacation isn’t about where you go, it’s about how you show up,” she says in the campaign release, a line that doubles as both mission statement and style code.
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At the center of this unpolished glamour is the Dual Bag, Marc Jacobs’ new offering for Pre-Fall. Designed to shift from shoulder to crossbody with ease, the bag is constructed from smooth leather and finished with oversized cross-stitching and metallic hardware. It’s utilitarian but sleek, understated but impactful, the kind of piece built to survive the city while still anchoring a look. It comes in neutral and bold colorways.
Meet the Dual Bag
The campaign presents the Dual Bag as more than just a seasonal accessory. Its name, “Dual,” plays into Jacobs’ larger message: style lives between modes, between work and rest, utility and fashion, chaos and control. That tension is what gives the bag presence. Like Doja Cat herself, it shape-shifts depending on context, without ever losing its point of view.
Doja Sets the Tone for Pre-Fall
The collaboration also serves as a strategic move by both Jacobs and Doja Cat. For the artist, it’s a way to build anticipation for Vie without a traditional single drop, embedding her sound in a fashion context that suits her evolution. For Jacobs, it’s an opportunity to align the brand with a cultural figure who thrives on reinvention.
Marc Jacobs’ Pre-Fall 2025 collection, including the Dual Bag, is now available on the brand’s website. As the campaign shows, a staycation doesn’t mean pressing pause. It means dressing for wherever the day takes you, even if it’s just the next block over.
