Jemima Kirke joins Marc Jacobs’ ‘The Swap’ campaign
Jemima Kirke stars in Marc Jacobs’ New York micro-drama and says Jessa’s ‘Girls’ wardrobe was never her style.
By Bianca Rossi · Entertainment Editor
2 min read
Jemima Kirke’s Marc Jacobs campaign puts a handbag mix-up at the center of a New York chase. Kirke stars with Rowan Blanchard in “The Swap,” a scripted micro-drama for the fashion house’s Fall 2026 campaign, while Jeremy O. Harris is also part of the cast.
Episode 1 begins at a Marc Jacobs runway show, where two identical bags leave with the wrong people. Marc Jacobs says the mix-up sends the story across New York City.
What is Jemima Kirke’s Marc Jacobs campaign?
“The Swap” is the opening episode of a short-form story series built around the brand’s Scene line. Marc Jacobs lists Kirke, Blanchard and Harris as its cast, and its campaign page schedules Episode 2 for Sept. 9, 2026, followed by Episode 3 on Oct. 1, 2026.
Variety reported that the characters are carrying identical Scene Bags when they accidentally take each other’s belongings. As they move through the city, they look through the bags and form impressions of the other person.
According to Variety, the project is part of Marc Jacobs’ “Question Marc” storytelling series. The outlet reported that an earlier installment, “The Scene,” was a Manhattan-set short written by and starring Rachel Sennott.
Kirke draws a line between herself and Jessa
Kirke also addressed the clothes worn by Jessa, her “Girls” character. Asked by Variety whether she had borrowed any personal style ideas from the character, Kirke said she had not and that Jessa’s look did not appeal to her personally.
Her own everyday bag is less about character dressing and more about routine, she told Variety. Kirke said she tends to carry a notebook, pens, a calendar, lipstick, a book, hand cream, keys, a large wallet and candy, even though her phone can now cover many of those needs.
A Paris Fashion Week memory, in Kirke’s words
Kirke also recalled a confrontation in Paris around 2014, when she was there for a Chanel fall show. She told Variety that she and her cousin had taken drinks from another group’s table at a party the previous night, and that an argument followed.
In Kirke’s account, someone approached her with a broken bottle and left a scratch before being removed. That episode is Kirke’s recollection of the incident, and Variety’s report does not independently verify the event.
For now, “The Swap” turns a fictional bag error into the campaign’s hook, with two further chapters already dated on Marc Jacobs’ official site.
This story draws on original reporting from Variety.