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.
Marc Jacobs debuts The Swap, starring actor Rowan Blanchard and artist and actor Jemima Kirke. The Swap is the latest chapter in Question Marc, the brand’s storytelling series that bridges fashion, entertainment, and culture, following its debut with the Pre-Fall 2026 campaign, The Scene.
Set moments after Marc Jacobs’ latest runway show, The Swap begins 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 Swap expands Question Marc as an evolving storytelling series where each chapter introduces new characters, perspectives, and cultural moments. While The Scene explored the pursuit of visibility, The Swap shifts 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 Marc, Marc 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 Swap will 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.
ABOUT MARC JACOBS
In 2001, designer Marc Jacobs bridged the gap between luxury and fast fashion through his ground-breaking introduction of the Marc By Marc Jacobs line. Since then, Marc By Marc Jacobs has grown into a leading lifestyle brand with a comprehensive and sought-after offering in ready-to-wear, accessories, footwear, jewelry, tech, watches. eyewear and fragrances.
In the Philippines, MARC JACOBS is exclusively distributed by Stores Specialists, Inc., and is located at Ground Floor, Greenbelt 5 Mall, Legazpi Street, Ayala Center, Makati City, and Level 1, Rustan’s Makati, Glorietta 4 Mall, Ayala Center, Makati City. Visit ssilife.com.ph or follow @ssilifeph on Facebook and Instagram, and @ssilife on TikTok for more information.
About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:
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