In the news release, MARC JACOBS INTRODUCES “THE SWAP,” STARRING ROWAN BLANCHARD AND JEMIMA KIRKE, issued 13-Aug-2026 by Marc Jacobs over PR Newswire, we are advised by the company that changes have been made. The complete, updated release follows, with additional details at the end:
MARC JACOBS INTRODUCES “THE SWAP,” STARRING ROWAN BLANCHARD AND JEMIMA KIRKE
An episodic micro-drama where an accidental bag swap at the Marc Jacobs runway show puts the Scene Bag at the center of a citywide mystery
/PRNewswire/ — Marc Jacobsdebuts The Swapstarring actor Rowan Blanchardand artist and actor Jemima Church. The Swapis the latest chapter in Question Marcthe brand’s storytelling series that bridges fashion, entertainment, and culture, following its debut with the Pre-Fall 2026 campaign, The Scene.
Rowan Blanchard stars in Marc Jacobs’ Fall “The Swap” micro-drama
Jemima Kirke stars in Marc Jacobs’ Fall “The Swap” micro-drama
Set moments after Marc Jacobs’ latest runway show, The Swapbegins with an unexpected Scene Bag exchange that sets the two guests on intersecting paths across New York City. 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.
Building on the world introduced by The Scene, The Swapexpands Question Marcas an evolving storytelling series where each chapter introduces new characters, perspectives, and cultural moments. WhileThe Sceneexplored the pursuit of visibility, The Swapshifts 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.
“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.
“A woman doesn’t carry her entire life in her bag, only the things she needs on the off chance that something happens. Just in case she falls into a hole, feels inspired or meets the love of her life. And for a New York woman, “just in case” is a regular occurrence. This campaign is a storybook homage to a New York woman and the ways she lives her day to day, about two opposite women looking for one another in a massive city. As native New Yorkers they’re able to find the common ground by paying attention to the details,” says Jemima Kirke.
With Question MarcMarc 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 Swapwill 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.
Update: The image of Rowan Blanchard that was originally distributed with this news release has been replaced by a new image.
SOURCE Marc Jacobs
