Two weeks before the 2026 Met Gala, Marc Jacobs launched its next creative chapter with the launch of “The Scene,” a scripted micro-drama written by and starring comedian, actress and screenwriter Rachel Sennott. She later walked the famous fashion steps clad in the New York-based designer’s custom look.
The campaign marked the brand’s new take on storytelling through “Question Marc,” an episodic, social-first video and photo series. Today, the American brand is releasing the next step of this series with its summer 2026 campaign.
Marc Jacobs campaign.
Courtesy of Marc Jacobs
“The campaign approach that we’ve been taking in this storytelling vision. It’s really interesting because we’ve done a lot of research and understanding our consumers and how they’re consuming content and information, so this really just extends this narrative-led approach that we’ve been taking,” Marc Jacobs chief marketing officer and chief digital director, Kristin Patrick, told WWD.
“It’s been such an evolution for us, because I think Marc has always been a cultural icon, so this storytelling and with video — just the way that we’re kind of unfolding this over a series of months I think is really important, and we are seeing really great interaction,” she continued.
Patrick added the campaign launch comes at an exciting time for the brand after relaunching Marc Jacobs Beauty, which is featured in the campaign, and being sold to WHP Global by LVMH.
Marc Jacobs campaign.
Courtesy of Marc Jacobs
“For the summer, what we wanted to do was really connect to this amazing look and feel that we created for the beauty campaign,” Patrick said of the summer campaign. “It’s kind of this new visual identity — it’s based on the roots of the brand’s irreverence, individuality, and long-standing link to culture. It really gives you a slice of life into the day or night of the Marc Jacobs girl.”
Throughout the films, models, including Patrick’s daughter Olivia Petersen, are captured having intimate, relatable moments in and out of the bathroom — touching up their makeup, talking on the phone, sharing secrets with friends, shuffling through their Scene handbags, etc. Beyond the Scene handbag, which Patrick said is performing well in all sizes, the campaign features the brand’s signature Tote bag.
In addition, for the first time the campaign includes a mix of Jacobs’ latest runway collection with new pre-fall fashions that are available to shop on the brand’s e-commerce.
Marc Jacobs campaign.
Courtesy of Marc Jacobs
Key bags from pre-fall priced from $298 to $698 include not only The Scene hobo, messenger and shoulder bags, but also the Metallic Scene and Crochet Scene shoulder bags. In ready-to-wear, priced $98 to $298, highlights span the Scallop Daisy cardigan, Pop J Marc Ringer baby T and poplin shirt to the Blurred floral chiffon skirt and bow top, and the Tattoo Patch mock-neck sweater.
“It’s really girly and flirty. There’s a lot of beautiful, lightweight fabrics; some florals, and there’s a skirt and little cropped sweaters for summer,” Patrick said of the adorable summer fashions. “It all sits together within the world of runway and main line. We really wanted to kind of show the entire world of Marc.”
As the summer continues, the campaign will continue to unfold via exclusive content and new chapters ahead of the release of the Marc Jacobs fall campaign.
