Marc Jacobs is getting into a brand new period of leisure advertising and marketing with the assistance of actress, producer, and screenwriter Rachel Sennott.

For its pre-Fall 2026 marketing campaign, the posh vogue model collaborated with Sennott, creator and star of HBO collection I Love LA, on a brand new microdrama — a present with bite-sized episodes designed for smartphone viewing. Sennott wrote and stars in “The Scene,” during which she embarks on a chaotic mission via Manhattan to succeed in a Marc Jacobs gala.

The movie marks a artistic shift within the model’s advertising and marketing towards entertaining, social-first content material, in accordance with Kristin Patrick, chief advertising and marketing and digital officer at Marc Jacobs.

“This marketing campaign marks a deliberate shift in how we’re displaying up in tradition. It truly is essential that we flip the script on simply conventional campaigns,” Patrick instructed ADWEEK. “This can be a new artistic system for the model, designed to function like fashionable content material and storytelling.”

Marc Jacobs joins a rising wave of manufacturers creating microdramas, a format lately embraced by Maybelline, P&G, and Crocs. 

It’s additionally the newest model to venture into creating original content that resembles Hollywood films and TV collection, because it turns into tougher to interrupt via with conventional promoting. Marc Jacobs proprietor LVMH is amongst those who have arrange their very own leisure studios, launching 22 Montaigne in 2024. 

teaser-image

“The Scene” spotlights a brand new accent, The Scene Bag, however unfolds as a scripted, cinematic narrative over three minutes. It additionally options cameos from stars and influencers like Francesca Scorsese, Morgan Maher, True Whitaker, and Sandra Bernhard.

The movie is the primary launch from Marc Jacobs’ new social-first storytelling platform, Query Marc, which can develop with extra episodes that includes totally different tales and expertise. 

Alongside the brand new platform, the model has refreshed its visible identification, with imagery that’s “extra refined, tailor-made, and elevated,” reflecting the path of its current runway exhibits, Patrick stated.