- Rachel Sennott stars in and wrote Marc Jacobs' Pre-Fall 2026 campaign, titled The Scene, a scripted micro-drama set in Manhattan, announced April 23, 2026.
- The campaign debuts The Scene Bag, available in three sizes and colorways, launching at Marc Jacobs boutiques globally on April 30, 2026.
- The Scene is the first installment of an ongoing social-first content series called "Question Marc," marking a strategic shift away from traditional fashion campaigns toward entertainment-driven storytelling.
- Cameo appearances include Francesca Scorsese, Morgan Maher, True Whitaker, and Sandra Bernhard.
Marc Jacobs has tapped Rachel Sennott (not just as a face, but as a writer) for its Pre-Fall 2026 campaign. Titled The Scene, the campaign is a scripted micro-drama merging fashion, film, and entertainment, while debuting The Scene Bag as the season’s standout accessory.
For Marc Jacobs CMO Kristin Patrick, the campaign represents a deliberate shift in how the brand shows up in culture, away from traditional campaigns and toward a new creative system designed to operate like modern content and storytelling.
Set in Manhattan, the film follows Sennott through one chaotic, comedic day as she navigates her way to a coveted Met Gala invitation, with The Scene Bag as her constant companion throughout.
The campaign marks the first installment of a broader storytelling platform titled “Question Marc,” a social-first series set to unfold through short narratives blending film, fashion, and entertainment.
This marks Sennott’s first campaign partnership with Marc Jacobs. The brand has previously worked with Emily Ratajkowski, who fronted the label’s Spring 2023 Monogram handbag campaign and returned for its Spring 2025 Dual bag campaign. Kim Kardashian also fronted the brand’s A/W 2023 global campaign.
Notably, Sandra Bernhard, who appears as a cameo in The Scene, previously starred in Marc Jacobs’ acclaimed Spring 2016 campaign.
On the Sennott side, the actress has been on a brand-deal run. She recently partnered with Venmo alongside I Love LA co-star Jordan Firstman for the fintech brand’s “Between Friends” campaign, a humor-driven push positioning Venmo as a go-to for everyday spending.
On the acting front, Sennott created and stars in HBO’s I Love LA, which debuted in November 2025, playing best friends with Jordan Firstman alongside Josh Hutcherson and Odessa A’zion.
For a sense of how similar celebrity deals are being executed, Rebel Wilson and Adam DeVine’s campaign for Planet Oat is a strong example of a comedy-led celebrity partnership.
Earlier this month, Marc Jacobs also partnered with Tao Group Hospitality at Coachella for a series of high-profile events, marking the beginning of a broader slate of cultural activations planned for 2026.
Takeaways
Marc Jacobs isn’t just casting a celebrity here, it’s casting a creative collaborator. Giving Sennott the pen, not just the product, is a smart move that signals where luxury fashion marketing is heading: away from glossy aspirational imagery and toward content people actually want to watch.
Sennott’s brand alignment is also sharp. She’s funny, culturally wired, and deeply embedded in the Gen Z-to-millennial sweet spot Marc Jacobs is courting.
The “Question Marc” platform is the real story. This isn’t a one-off campaign. it’s a content engine. If it works, expect other luxury houses to follow.
Does giving a celebrity full creative writing credit change how you feel about a fashion campaign or does it still feel like an ad? Is the “scripted micro-drama” format the future of luxury fashion marketing, or is it a trend with a short shelf life?
