Marc Jacobs has launched “The Swap”, a scripted Fall 2026 campaign starring Jemima Kirke and Rowan Blanchard, in which a swapped handbag after a runway show sparks a New York chase. The film is part of the brand’s “Question Marc” series and reflects fashion houses’ growing use of short-form narrative entertainment to market collections.

Kirke said her own bag routinely contains analogue items such as notebooks, pens and a calendar despite relying on her phone, alongside lipstick and sweets. She said she does not take inspiration from Jessa, her “Girls” character, whose bohemian wardrobe does not suit her tastes, and recalled a 2014 Chanel Fashion Week incident involving a confrontation after taking drinks from another table; further episodes of the campaign will be released during the autumn.