Jemima Kirke on Her Marc Jacobs Campaign, Fashion Week Chaos and Why Jessa’s Style in ‘Girls’ ‘Doesn’t Appeal’ to Her
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.
- Marc Jacobs’ new campaign turns a handbag mix-up into a short drama.
- Jemima Kirke rejects Jessa’s “Girls” fashion style.
- The campaign continues fashion’s move into original entertainment.
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Jemima Kirke is an actor and artist who played Jessa in the television series Girls, set among young people in New York. Rowan Blanchard is also an actor. Marc Jacobs is an American fashion brand known for its clothing, accessories and seasonal collections.
Fashion brands use campaigns to introduce new collections and reach audiences through advertising. Some now tell short scripted stories in campaign films, drawing on the style of online entertainment. The characters actors play do not necessarily reflect their own tastes or personal lives.
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