Marc Jacobs expands its brand storytelling strategy with 'The Swap'

Marc Jacobs is adding another chapter to its bag campaigns. On Thursday, the brand launched “The Swap,” a micro-drama starring Rowan Blanchard and Jemima Kirke that continues the storytelling series started in April with “The Scene.”

As the title suggests, “The Swap” is about an unexpected Scene Bag exchange that happens after two guests attended Marc Jacobs’ latest runway show in New York City, which “evolves into an exploration of identity, perception, and the ways we interpret one another,” the brand described.

“This project is imaginative, character-driven and fun. That’s what makes it feel so Marc Jacobs – it doesn’t take itself too seriously,” Blanchard said in a statement.

“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.

The micro-drama, created by Question Marc, also features a cameo appearance by playwright and actor Jeremy O. Harris. According to Marc Jacobs, additional episodes of “The Swap” will be released throughout fall on social platforms.