- Marc Jacobs debuted "The Swap," its fall 2026 campaign starring Jemima Kirke and Rowan Blanchard.
- The micro-drama follows an accidental Scene Bag swap at a Marc Jacobs runway show, with a cameo from Jeremy O. Harris.
- This is the second chapter of "Question Marc," following pre-fall 2026's "The Scene" starring Rachel Sennott.
- More episodes roll out on social platforms through fall; the collection is live now at Marc Jacobs boutiques and online.
Marc Jacobs has tapped Jemima Kirke and Rowan Blanchard to front “The Swap,” its fall 2026 campaign and newest chapter in the brand’s “Question Marc” storytelling series. Marc Jacobs debuted The Swap, starring actor Rowan Blanchard and artist and actor Jemima Kirke.
The episodic micro-drama, set at Marc Jacobs’ runway show, follows the pair accidentally swapping identical leather Scene handbags on their way out.
Narrated by playwright and actor Jeremy O. Harris, the story opens at Bookmarc, the designer’s bookstore, before flashing back to the mix-up and the two-day chase across New York that follows.
“The Swap” builds on “The Scene,” the campaign that launched Question Marc in April with Rachel Sennott as its star. While The Scene explored the pursuit of visibility, The Swap shifts the focus to perception, examining how fashion shapes first impressions, the brand said.
Both leads tied the project to their New York roots. Blanchard called the project “imaginative, character-driven and fun”, adding that it doesn’t take itself too seriously. Kirke, who said she and Blanchard met for the first time on set, described the campaign as a tribute to daily life in the city.
The campaign marks Kirke’s and Blanchard’s first collaboration with Marc Jacobs. For Kirke, it follows her spring 2026 turn as the face of Merit’s Clean Volume Mascara and a February cameo in Completedworks’ fall presentation film. Blanchard’s most recent brand tie-in was a 2025 campaign for Tank Air.
Additional Swap episodes will debut throughout the fall season on social platforms, and the fall 2026 collection is available now at Marc Jacobs boutiques, marcjacobs.com, and select luxury retailers.
Takeaways
Marc Jacobs is clearly betting that narrative beats a static photo shoot right now; “Question Marc” treats a handbag not as a prop but as a plot device, and that’s a subtle but real shift in how luxury brands are trying to hold attention on social feeds.
Pairing a “Girls” alum with a Disney-to-prestige-TV crossover star is also a deliberate generational bridge, aimed at pulling in both millennial nostalgia and Gen Z eyeballs at once.
Will “Question Marc” become a recurring seasonal franchise, or were “The Scene” and “The Swap” a two-off experiment? Does casting actors instead of models in scripted mini-dramas actually move product, or mostly move engagement metrics?
