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Marc Jacobs has unveiled its Summer 2026 advertising campaign, continuing the brand's expansive and ambitious visual storytelling. This time around, the spotlight shines on an intimate yet universally relatable setting for every woman: the restroom mirror.

Just two weeks before the 2026 Met Gala, the brand launched a new chapter in its creative evolution with a digital mini-drama titled The Scene. Written by and starring comedian and actress Rachel Sennott—who later climbed the iconic Metropolitan Museum steps in a custom Jacobs look—the summer campaign serves as a direct continuation of this digital saga, officially dubbed Question Marc. The series blends short, episodic video clips with moody, atmospheric photos tailored for social media.

The main goal of the new campaign is to capture a authentic "slice of life" look at the modern Marc Jacobs girl. The videos transport viewers into the private confines of ladies' rooms, where models (including Olivia Petersen, daughter of the brand’s Chief Marketing Officer, Kristen Patrick) touch up their makeup, whisper secrets, chat on the phone, and dump out the contents of their bags.

"We wanted to capture a slice of life—day and night for the typical Marc Jacobs girl. This aesthetic is rooted in the brand's DNA: irreverence, individuality, and a deep connection to pop culture," Kristen Patrick told WWD.

For the first time in the history of Marc Jacobs campaigns, the brand decided to mix avant-garde pieces from its latest runway collection with its commercial, highly wearable Pre-Fall lineup, which is already available for purchase online.

• The Bags: The undisputed hero of the season is The Scene bag, available in hobo, messenger, and classic shoulder bag silhouettes (prices range from $298 to $698). The brand also introduced limited-edition textures, including the Metallic Scene and the woven Crochet Scene. Of course, no collection would be complete without the iconic cult bestseller, The Tote Bag.

• Ready-to-Wear: The clothing lineup (priced between $98 and $298) leans heavily into a very feminine, coquette mood. Key pieces include the Scallop Daisy cropped cardigan, Pop J Marc Ringer baby tees, blurred floral-print chiffon skirts, and knit sweaters featuring tattoo-inspired graphics.

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