# Nara Smith Makes a Marc Jacobs Tote from Scratch

> A staged bag recipe drew 17.2 million TikTok views and copying allegations.

- Owner: Marc Jacobs
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2024-07-22
- Peak date: Week of Jul 22, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 48 (Notable, provisional), v1.2
- Mechanics: Visible in use, Response chain, Controversy, Platform jump, Press loop

## Summary

Marc Jacobs cast Nara Smith in a video baking its Tote Bag. Viewers praised the ad, then circulated copying allegations from Mary Korlin-Downs. Press covered the dispute and later reported 17 million TikTok views.

## Timeline

- 2024-07-22 — Marc Jacobs (TikTok) — Marc Jacobs posted Smith baking a red Tote Bag from dough.
- 2024-07-22 — The Independent (Press) — The Independent reported more than two million views and quoted viewers praising the collaboration.
- 2024-07-22 — Mary Korlin-Downs (TikTok) — Korlin-Downs posted a response after viewers flagged similarities to her earlier bag video.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/marc-jacobs-nara-smith

Cite as: How It Spread (2026). “Nara Smith Makes a Marc Jacobs Tote from Scratch.” Case HIS-00797. Spread Score v1.2: 48/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00797