Bag of Tricks
Review of Marc Jacobs Fall 2026 Ad Campaign with models Rowan Blanchard, Jemima Kirke, and Jeremy O. Harris
Marc Jacobs keeps the plot moving with “The Hunt,” the second chapter of “The Swap,” its three-part Fall 2026 campaign film from the Question Marc series. Starring Rowan Blanchard and Jemima Kirke with Jeremy O. Harris as its gleefully unreliable guide, the latest installment picks up after an accidental Scene Bag exchange at the Marc Jacobs runway show sends its protagonists searching across New York for the stranger carrying their stuff. Following the first chapter, which we covered when “The Swap” initially set its fashion-fueled mix-up in motion, “The Hunt” takes the premise out into the city and deeper into the mystery.
This time, the bags themselves become character studies. Rowan and Jemima sift through each other’s belongings for clues, encountering a wonderfully indiscriminate inventory of sage, keys, a taser, and an unfinished Icee. The objects reveal just enough to encourage speculation while mostly raising more questions, turning the familiar intimacy of snooping through someone else’s bag into the engine of a fashion mystery. An Icee that is somehow still cold provides the breakthrough: its owner can’t be far away.
It’s a smart continuation of the premise because the product never has to interrupt the story to announce itself. The Scene Bag is simultaneously hero accessory, plot device, and physical connection between two characters who haven’t actually met. That integration feels particularly suited to Marc Jacobs, where handbags have long carried their own personalities and the brand’s irreverence works best when fashion is allowed to participate in the joke rather than merely decorate it.
Jeremy O. Harris once again keeps the whole exercise from taking its mystery too seriously. His commentary adds a layer of knowing absurdity as an already flimsy trail of evidence becomes an increasingly elaborate New York pursuit. The tone lands somewhere between detective story, sitcom, and social-media serial, with the episodic Question Marc format giving the campaign room to build characters and running jokes rather than forcing everything into a single polished fashion film.
Most importantly, “The Hunt” understands the pleasure of a good middle chapter: answer almost nothing, complicate everything, and leave the audience wanting the payoff. We may not know what Rowan and Jemima will make of one another when their paths finally cross, but we now know considerably more about the contents of their handbags than anyone reasonably should. At Marc Jacobs, apparently, the quickest way to find yourself is to go through someone else’s bag.
Marc Jacobs Creative Director | Marc Jacobs
Models | Rowan Blanchard, Jemima Kirke, and Jeremy O. Harris