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Marc Jacobs is going cinematic this fall.
For its Fall 2026 campaign, the fashion house enlisted Jemima Kirke and Rowan Blanchard to star in “The Swap,” a scripted micro-drama that turns an accidental handbag mix-up into a chase across New York City. Playwright and actor Jeremy O. Harris also makes a cameo.
The project is the latest installment of “Question Marc,” Jacobs’ ongoing storytelling series designed to blur the lines between fashion and entertainment. It follows April’s “The Scene,” a Manhattan-set short written by and starring Rachel Sennott.
“The Swap” picks up moments after a Marc Jacobs runway show, where Kirke and Blanchard — seated near each other and carrying identical Scene Bags — accidentally leave with each other’s belongings. The mistake sends the two actresses on intersecting journeys through New York as they rifle through the bags and begin piecing together imagined versions of their respective owners.
