Marc Jacobs unveils The Swap, an episodic, fashion-focused micro-drama starring actor Rowan Blanchard and artist and actor Jemima Kirke. The Swap is the latest chapter in Question Marc, the fashion house storytelling series that bridges fashion, entertainment, and culture, following its debut with the Pre-Fall 2026 campaign, The Scene.
A single, unexpected exchange of the Scene Bag becomes the spark for The Swap, sending two guests on converging routes through New York City just after Marc Jacobs’ latest runway show. As each uncovers the contents of the other’s bag, assumptions become stories, chance encounters become turning points, and a simple mix-up evolves into an exploration of identity, perception, and the ways we interpret one another. The campaign also features a cameo appearance by playwright and actor Jeremy O. Harris.
The Swap expands Question Marc as an evolving storytelling series where each chapter introduces new characters, perspectives, and cultural moments, building on the world introduced by The Scene. 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. At the center is The Scene Bag, continuing its role as catalyst that sets each story in motion.
With Question Marc, Marc Jacobs continues to build a new creative language where campaigns unfold as chapters, characters move between fashion and culture, and storytelling extends beyond a single launch moment. Additional episodes of The Swap will debut throughout the Fall season, continuing the story across social platforms.
The Fall 2026 collection is available today at Marc Jacobs boutiques globally, online at marcjacobs.com, and at select luxury retailers. Follow @marcjacobs as the next chapter unfolds.
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SOURCE: Marc Jacobs, Question Mark, The Scene Bag, The Swap, Rowan Blanchard, Jemima Kirke
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