Marc Jacobs opens a new chapter with the Pre-Fall 2026 campaign, titled The scenewhich he wrote and stars in Rachel Sennott. The project takes the form of a scripted micro-drama, placing fashion within a narrative structure that draws from cinema and entertainment. The campaign focuses on a single story, using performance and character to guide the presentation of the collection at launch The stage bag as the essential accessory of the season.
The story follows Sennott through a fast-paced day in Manhattan as she works to secure an invitation to the Met Gala. The narrative unfolds through a series of moments that move between humor and urgency, placing her in situations that rapidly change in tone and direction. The city plays an active role in shaping the series, driving the pace of the story. The tent bag remains present throughout, appearing as a constant element in the day’s movement.
Sennott approaches the campaign by focusing on everyday situations shaped by unpredictability. “This campaign is all about the chaotic, ridiculous and funny moments that make you feel visible or completely invisible.” she says. “I wanted to capture that energy through storytelling that feels true to how we live now. The collection reflects that same spirit with pieces that move with you and let you show up as you want.” The cast extends beyond Sennott, with appearances from Francesca Scorsese, Morgan Maher, A true Whittakerand Sandra Bernhardt.
The tent bag comes in three sizes and multiple colorways, defined through signature material and a sculptural form highlighted by the J Marc logo. Along with the introduction of The Scene Bag, the collection is expanding with new colors The Tote Bag and The Snapshot.
The Scene marks the first release of an ongoing series of scripted micro-dramas that will unfold across Marc Jacobs’ social channels. Each installment will follow the same format, using character-based stories to present the collection in episodes. The Pre-Fall 2026 collection will be available on April 30 through Marc Jacobs boutiques worldwide, the brand’s online platform and select luxury retailers.
