Marc Jacobs is a familiar global cultural icon as a fashion designer and a label, notoriously known and recognized for his rebellious and fearless work and spirit.
Marc Jacobs was the youngest designer to receive the CFDA’s Perry Ellis Award for New Fashion Talent after graduating from Parsons School of Design. In 1982, Marc revealed a grunge collection for Perry Ellis, earning him the title of “Guru of Grunge”.
From 1993 to 2013, Marc Jacobs was the Creative Director of Louis Vuitton. Throughout his career, he launched Louis Vuitton’s first ever ready to wear collection, reimagined the traditional LV monogram, and created legendary artistic partnerships for the house with artists such as Stephen Sprouse (2001), Takashi Murakami (2003) and Kanye West (2009).
In October 2013, Marc Jacobs stepped down from his position as Creative Director at Louis Vuitton following the Spring / Summer 2014 show to pursue working for his namesake label full-time.
The brand is turning into a master cinematic storyteller, releasing multiple long-form video content campaigns and films in 2026, bringing us closer into their world.
MUSIC
Music, Fashion, Film Album Cover.
Earlier this year, Charli XCX gifted fans with the release of her latest album, Music, Fashion, Film. The album cover featured cultural icons in their respective fields: musician John Cale, fashion designer Marc Jacobs, and director Martin Scorsese.
The album cover photo was taken in April, with Charli XCX describing the day as emotional to BBC reporter Nick Grimshaw. “Wow, these three people mean so much to me personally as an artist. And I couldn’t believe that they were all together, you know? We were so nervous and then when it was happening it was just honestly really sweet.”
Marc Jacobs responded to the album cover with gratitude to Perfect Magazine, “Well, I love Charli. I think she is incredible, amazing, beautiful, and cool. And she just reached out and said ‘Would you come do this picture this weekend?’ and yeah sure, I couldn’t believe it.
And I thought, ‘Are you sure you want me in this picture with Martin Scorsese, John Cale?’ It feels a little bit strange to me. She was like yeah, yeah, yeah. And she was so grateful and I was so grateful that she had me. And you know, felt honored and privileged.”
FASHION & FILM
EPISODE 1: THE SWAP
Marc Jacobs latest bag campaign is bringing us deeper into their world with the launch of a new short film series. The Fall 2026 micro-drama The Swap is the first episode in this series, starring actor Rowan Blanchard and artist and actor Jemima Kirke, with cameo appearances by playwright and actor Jeremy O. Harris and “The Stinky Rat”.
The short film takes place moments after Marc Jacobs’ latest Spring 2027 runway show titled Gratitude held in the New York Public Library, following Blanchard and Kirke in their accidental Scene Bag swap. The swap sends two runway guests on intersecting paths to find one another in an enormous city. As they uncover the content’s of the other’s bag, first impressions turn into unexpected mystery on the stories and perceptions we create of one another.
The Scene Bag is available in three sizes and multiple colorways featuring signature hardware, a sculptured silhouette, and the Marc Jacobs logo.
“This project is imaginative, character-driven and fun. That’s what makes it feel so Marc Jacobs — it doesn’t take itself too seriously.”
Rowan Blanchard, Actress
“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.”
Jemima Kirke, Artist and Actress
The Question Marc episodic campaign series will continue to debut additional episodes throughout the Fall season, continuing the story across social platforms. The series allows Marc Jacobs to connect with their global audience through a new creative language where campaigns unfold as chapters between fashion and culture.
The Swap follows the debut of The Scene written by and starring Rachel Sennott.
Shop The Look
Scene Wallet on Chain
Scene Small Shoulder Bag
Scene Medium Bag
Scene Large Shoulder Bag
The luxury industry as a whole has been turning to cinematic storytelling through runway presence and campaigns.
For example, Jonathan Anderson’s Dior Cruise 2027 show in Los Angeles felt entirely Hollywood film set coded. Read more on Dior Cruise 2027.
Chanel launched a campaign featuring actress Margot Robbie in their Chanel 25 Handbag video campaign inspired by Kylie Minogue’s ‘Come Into My World’ music video. Multiple Margot’s flaunt the Chanel 25 Bag in almost identical settings.
Gucci released The Tiger short film directed by Spike Jonze and Halina Reijn and starring Demi Moore as Barbara Gucci, Elliot Page, Edward Norton, Alex Consani and Keke Palmer. The characters in the film wear Demna’s La Famiglia collection, offering a more personal look into the brand’s personality and humor while serving as a strong narrative for product marketing. Read more on Gucci The Tiger Film.
Cinematic campaigns and runways have strong emotional effects on viewers, pulling them deeper into the brand’s world.
MARC BY SOFIA
An intimate portrait into Marc Jacobs life as a person and designer, this documentary is directed by Sofia Coppola and distributed by A24. The film feels like a natural extension to the brand’s cinematic strategy, following Jacobs’ and Coppola’s long-standing three-decade friendship and the creative universe surrounding his work.
Coppola takes viewers inside Jacobs’ creative process in the development of his Spring 2024 collection. The film reveals how Marc Jacobs sees the world and translates those references into fashion.
Literary Icon: BOOKMARC
Interior of Bookmarc. Image Courtesy of AnOther Mag.
Bookmarc is a bookstore on Bleeker Street in Manhattan’s West Village, founded by Marc Jacobs in partnership with Robert Duffy in 2010.
Robert Duffy told WWD around the store’s opening in 2010:
“Bestsellers? No. Not unless it’s a friend of mine. We’ve developed a very big business in books. It’s more art books, it’s more photography books, and then it’s very personal to the company… We have the luxury of picking somebody and commissioning something. I can ask one of the people that I work with that’s an artist that inspires me to do something, and we can make a book.
For example, The Men and Women of Marc Jacobs by Brian Bowen Smith. The store will also carry vinyl records, CDs, a line of Bookmarc colored pencils, notebooks and customized book sharpies.”
The store is a featured setting in Marc Jacobs’ Episode 1: The Swap short film in the Question Marc series, one that we’ll be tuned into.
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