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As the two actresses admire the looks streaming by in front of them, chatting with fellow audience members, and texting friends about a much-needed fashion debrief, the characters find themselves lost in the frenzy of their awe. Distracted, Blanchard picks up the wrong Scene Bag on her way out, and Kirke hurries to investigate who she accidentally swapped bags with. The stakes? She has a reading at Bookmarc (Marc Jacobs’ iconic bookstore in the West Village) in only two days, and the missing bag has all her notebooks.
The film marks episode one of The Swap, which is an extension of the narrative world, Question Marc, that the brand has been building around their campaigns. The films bridge fashion, entertainment, and culture by casting real-life it-girls and fictionalizing the world of NYC and Marc Jacobs. Rowan refers to the project as one that is “character-driven,” built on the conjoining of the distinct personalities of both the brand and the talent the brand works with. Jemima Kirke refers to a bag as a place where space is held for the off chances. A woman carries in her bag the items she chooses to “just in case she falls into a hole, feels inspired or meets the love of her life. And for a New York woman, “just in case” is a regular occurrence,” says Kirke.
“Abercrombie has been at the intersection of fashion, sport and culture throughout our entire 134-year history, and this denim campaign celebrates that heritage and individuality that defines New York City, our customers and the talent bringing it to life,” marks Corey Robinson, brand president. Denim is inarguably a core staple of every fall wardrobe, and this campaign offers equally staple silhouettes.
Casual, everyday styles can be dressed up or down to fit into any event life calls for. Across this collection’s 120 styles, there’s something for everyone, for every occasion. Dressed in A&F jeans, the transition from subway to street and business to play has never been more seamless.

The rollout also introduces two-time Grammy Award-winning artist, Tyla, to the Kate Spade universe, as she joins the brand as their newest ambassador. The project grounds itself in the perspective that all the world is a playground, if we can connect with our inner child enough to see it as such. It reminds us that we need not wait for moments that are outwardly exceptional. Our current reality is something of an endless well to be curious about. And this curiosity can absolutely be explored fashionably. The Duo Mini Shoulder Bag at the center of this narrative strikes a perfect balance between sophisticated and playful due to its versatility. The purse can be worn as a shoulder bag or curved into a smaller clutch. It also comes with a smaller coin purse attached. For bolder personalities, the Giraffe Haircalf or Hot Fudge Metallic are perfect choices to add texture to an outfit. Other colorways include Beet, Laurel Leaf, Smokey Petal, Driftwood, Hot Fudge, and Pomegranate. Joining Tyla in this campaign are unique personality-driven characters like Kareem Rahma, Bretman Rock, Dylan Kevitch, Nick Kosir, Julia Mervis, and more.
Bretman Rock feels the campaign, at its core, is a lesson in finding something to laugh about in the everyday. Taking the small moments that are right in front of you and turning them into smile-worthy instances. Referencing the campaign shoot, he says, “So next time when you’re feeling down, maybe get up in a tree with your chicken? Period."
