Marc Jacobs launches ‘The Swap’ campaign starring Rowan Blanchard and Jemima Kirke

Marc Jacobs has unveiled ‘The Swap’, the latest installment in its ‘Question Marc’ storytelling series for the Fall 2026 season. The campaign features actors Rowan Blanchard and Jemima Kirke in an episodic micro-drama set in New York City.

The narrative begins following a runway show at the New York Public Library, where the two women accidentally exchange identical leather Scene handbags. The story follows the characters as they navigate the city and examine the contents of the swapped bags, using the objects to form perceptions and imagined stories about one another. The campaign aims to explore themes of identity and how fashion influences first impressions.

Playwright and actor Jeremy O. Harris also makes a cameo appearance in the project. The campaign serves as a continuation of the brand’s narrative efforts, following the previous ‘The Scene’ chapter which focused on the pursuit of visibility.