Marc Jacobs introduces The Swap, a new campaign starring actor Rowan Blanchard and artist and actor Jemima Kirke. The project continues Question Marc, the brand’s storytelling series connecting fashion, entertainment and culture. Marc Jacobs launched the series with its Pre-Fall 2026 campaign, The Scene, and now develops the format through a new cast and story.
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The Swap begins moments after the latest Marc Jacobs runway show. An accidental exchange involving two Scene Bags sends Blanchard and Kirke along intersecting paths through New York City. Each woman begins examining the contents of the other person’s bag, drawing conclusions from the objects she finds.
Those discoveries shape the campaign’s central idea. Assumptions develop into imagined stories, while chance encounters redirect the characters through the city. What starts as a simple bag mix-up becomes a story about identity, perception and the ways people interpret one another. Playwright and actor Jeremy O. Harris also makes a cameo appearance.
The campaign continues ideas introduced through The Scene while shifting the subject. The earlier chapter examined the pursuit of visibility. The Swap turns toward perception and considers how fashion affects first impressions and the narratives people construct about strangers. The Scene Bag remains the object that triggers the action and connects the characters.
“This project is imaginative, character-driven and fun. That’s what makes it feel so Marc Jacobs – it doesn’t take itself too seriously,” says Rowan Blanchard.
Jemima Kirke connects the concept directly to New York and the everyday role of a handbag. She describes the bag as a place for the objects a woman may need depending on what the day brings, from moments of inspiration to unexpected encounters. For Kirke, that sense of “just in case” reflects daily life in New York.
She also describes the campaign as a storybook homage to a New York woman and her routines. Two very different women search for one another within the city, gradually finding common ground through the details they notice. Both Blanchard and Kirke grew up in New York, which gives the campaign’s setting a direct connection to its two leads.
Question Marc uses recurring chapters to build campaigns around characters, fashion and cultural references. With The Swap, Marc Jacobs continues that approach through an episodic structure that extends beyond one campaign release. Each installment introduces different personalities and perspectives while maintaining links to previous chapters. The Marc Jacobs Fall 2026 collection is available now at Marc Jacobs boutiques globally, through the brand’s website and at select luxury retailers.
