The story began when the bags were swapped
Marc Jacobs opened a new content series with a scene, set just after its latest runway show, in which two guests swap the bags they are carrying. Titled "The Swap," the micro-drama uses the exchange of the brand's signature Scene Bag as the narrative axis to explore identity and the ways people interpret one another.
The series stars actors Rowan Blanchard and Jemima Kirke, with actor Jeremy O. Harris appearing in a cameo. Blanchard said the project's imaginative, character-driven yet playful quality is distinctly Marc Jacobs, while Kirke explained the premise that a New York woman carries only what she needs in her bag, not her entire life. Production was handled by the creative studio Question Mark.
Additional episodes of "The Swap" will be released sequentially on social media platforms throughout the fall. With the series, Marc Jacobs is expanding its brand storytelling strategy through narrative content rather than a conventional sequence of seasonal campaign images.
Source · FashionUnited, "Marc Jacobs expands its brand storytelling strategy with 'The Swap'"
Robyn's 2010 hit becomes Gap's emerging-talent campaign
Gap has put a new version of Swedish pop star Robyn's 2010 hit "Dancing On My Own" at the center of its Fall 2026 denim campaign, "Denim On Your Own." The reinterpretation is performed by musician Malcolm Todd, who leads the campaign alongside actor Indy Navarrette. Navarrette appears in mid-rise tapered jeans, while Todd wears '90s-inspired loose jeans, together introducing this season's denim lineup.
The campaign was directed by Tanu Muino and structured around Todd and Navarrette moving through different spaces while expressing their own style and energy. Gap described the casting as an effort to spotlight emerging talent in music and film.
"Denim On Your Own" will be rolled out across Gap's digital and social channels, as well as email, stores, and out-of-home advertising. Gap said it has built its brand at the intersection of music, style, and culture, and plans to continue that identity through collaborations with distinctive artists.
Source · FashionUnited, "Gap turns to emerging talent and a 2010 hit for its latest denim campaign"
Multi-model shoots arrange group-specific poses and outfits in a single frame
RealSnap's multi-model shoot is a feature that places multiple model groups within a single scene, separately assigning the model, pose, and outfit for each group before combining them into one result. It is a useful tool for brand marketers preparing campaign cuts or group editorials featuring multiple people, such as couple or family looks, as well as lookbook designers who need to show several outfits together in one image.
Instead of coordinating casting and shoot schedules to bring multiple models to the same time and place, users can create the outline of a group shot by specifying models, poses, and clothing on screen by group.
