Marc Jacobs is turning a handbag mix-up between Rowan Blanchard and Jemima Kirke into a two-day chase across New York City, the latest chapter in its storytelling series, Question Marc.
Billed as a detective story with a twist, the second series of Marc Jacobs’ microdramas follows the two actresses after they accidentally swap their Scene Bags at the end of the fashion house’s runway show.
Narrated by playwright and actor Jeremy O. Harris, the first chapter of “The Swap” opens at Bookmarc, the bookstore chain founded by Marc Jacobs. Notebook in hand, the actresses address the crowd and begin to relay the drama of the past two days.
The film flashes back to the beginning, where the two first intersect at a runway show. Kirke, left with an almost-empty handbag except for a calming stick of white sage, fails to notice Blanchard on the sidewalk raising the alarm. She’s lost her notebook two days before her Bookmarc reading.
The episode dovetails with Marc Jacobs’ fall 2026 collection. Additional chapters, in which the women use the contents of each other’s bags to reunite at Bookmarc, will drop throughout the season. The series will examine how fashion shapes first impressions and the stories we create about one another.
The series follows the brand’s first microdrama, “The Scene,” part of the Question Marc storytelling platform that debuted in April. Written and starring Rachel Sennott, creator and star of the HBO series I Love LA, the first film captured the actress desperately trying to land a coveted gala invite.
A stuffed version of Stinky Rat, Marc Jacobs’ cult cartoon rat graphic from the Y2K era, and its Scene bag play a starring role in both microdramas, bridging the productions.
Bringing fashion, entertainment, and culture together, the pre-fall 2026 campaign marked a creative shift for the fashion house, moving away from traditional fashion photography towards entertainment-focused, social-first content. Each bite-sized series will introduce new characters, perspectives, and cultural moments for viewing on smartphones.
