Marc Jacobs is entering a new era of entertainment marketing with the help of actress, comedian, and screenwriter Rachel Sennott.
For its pre-Fall 2026 campaign, the luxury fashion brand collaborated with Sennott, creator and star of HBO series I Love LA, on a new microdrama — a show with bite-sized episodes designed for smartphone viewing. Sennott wrote and stars in “The Scene,” in which she embarks on a chaotic mission through Manhattan to reach a Marc Jacobs gala.
The film marks a creative shift in the brand’s marketing toward entertaining, social-first content, according to Kristin Patrick, chief marketing and digital officer at Marc Jacobs.
“This campaign marks a deliberate shift in how we’re showing up in culture. It really is critical that we flip the script on just traditional campaigns,” Patrick told ADWEEK. “This is a new creative system for the brand, designed to operate like modern content and storytelling.”
Marc Jacobs joins a growing wave of brands creating microdramas, a format recently embraced by Maybelline, P&G, and Crocs.
It’s also the latest brand to venture into creating original content that resembles Hollywood movies and TV series, as it becomes more difficult to break through with traditional advertising. Marc Jacobs owner LVMH is among those that have set up their own entertainment studios, launching 22 Montaigne in 2024.
“The Scene” spotlights a new accessory, The Scene Bag, but unfolds as a scripted, cinematic narrative over three minutes. It also features cameos from stars and influencers like Francesca Scorsese, Morgan Maher, True Whitaker, and Sandra Bernhard.
The film is the first release from Marc Jacobs’ new social-first storytelling platform, Question Marc, which will expand with additional episodes featuring different stories and talent.
Alongside the new platform, the brand has refreshed its visual identity, with imagery that is “more refined, tailored, and elevated,” reflecting the direction of its recent runway shows, Patrick said.
