Marc Jacobs opens a new chapter with its Pre-Fall 2026 campaign, titled The Scene, written by and starring Rachel Sennott. The project takes the form of a scripted micro-drama, positioning fashion within a narrative structure that draws from film and entertainment. The campaign centers on a single storyline, using performance and character to guide the presentation of the collection while introducing The Scene Bag as the key accessory of the season.
PRE-FALL 2026
The story follows Sennott through a fast paced day in Manhattan as she works toward securing an invitation to the Met Gala. The narrative unfolds through a series of moments that move between humor and urgency, placing her within situations that shift rapidly in tone and direction. The city plays an active role in shaping the sequence, driving the pace of the story. The Scene Bag remains present throughout, appearing as a consistent element within the movement of the day.
Sennott approaches the campaign through a focus on everyday situations shaped by unpredictability. “This campaign is about all the chaotic, ridiculous, and funny moments that make you feel seen or completely invisible,” she says. “I wanted to capture that energy through storytelling that feels true to how we live now. The collection reflects that same spirit with pieces that move with you and let you show up however you want.” The cast extends beyond Sennott, with appearances from Francesca Scorsese, Morgan Maher, True Whitaker, and Sandra Bernhard.
The Scene Bag appears in three sizes and multiple colorways, defined through signature hardware and a sculptural form marked by the J Marc logo. Alongside the introduction of The Scene Bag, the collection expands with new colorways of The Tote Bag and The Snapshot.
The Scene marks the first release in an ongoing series of scripted micro-dramas that will unfold across Marc Jacobs’ social channels. Each installment will build on the same format, using character driven stories to present the collection in episodes. The Pre-Fall 2026 collection will become available on April 30 through Marc Jacobs boutiques worldwide, the brand’s online platform, and selected luxury retailers.
