With the summer fashion season underway, Marc Jacobs has rolled out their own unique campaign. While staying true to a brand identity largely defined by the intersection of the casual and luxurious, Marc Jacobs has taken a step to redefine itself yet again. Officially released on June 11th, the campaign presents a reinterpreted creative take on many of Marc Jacobs’ signature codes.

At the center of the campaign is the “slouchy-chic” Scene bag, first introduced in April of this year. Like this new campaign, the Scene bag was unveiled via a short micro-drama written and acted by Rachel Sennott, titled “The Scene.” Beyond the individual video, Marc Jacobs is embarking on a broader episodic storytelling initiative it’s calling “Question Marc.”

“The Scene” is set in New York City and follows Rachel Sennott around as she attempts to get Anna Wintour to invite her to the Met Gala. Through parks, subway stations, and restaurants, Sennott is pictured toting her brown Scene bag. The video is funny and light. It doesn’t take itself too seriously, a trend carried on in Marc Jacobs’ latest campaign.

The brand’s newest video is a shorter series of vignettes, depicting people in a bathroom with their Scene bags. Looks and expressions are exchanged, allowing the viewer to interpret their glances. The viewer’s perspective is that of the mirror, giving a most intimate lens into casual moments between people.

Though Lina Kutsovskaya’s art direction is precise and ingenious, the energy of the video feels slightly manic and radically normal for a fashion campaign. Echoing the tone of the campaign photos, the vignettes convey a feeling that the moments portrayed are just like any other moment. There’s little action or dialogue, but what there is carries a lot of weight in its interaction with an equally present sense of elegance.

Marc Jacobs is a brand that will never stop evolving. Bringing normality to the center of their visual language is just another dot on the long timeline the fashion house is developing. Question Marc will continue to grow, and the longstanding spirit of individuality and fierceness will likely linger for many campaigns to come.