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Library/Campaign/Nara Smith Makes a Marc Jacobs Tote from Scratch
Grade B19 sourcesHIS-00797

Nara Smith Makes a Marc Jacobs Tote from Scratch

Campaign · 2024 · Notable

48Editable slideCertificate

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

Original · Marc Jacobs / Nara Smith
Clip · Tea Spill on YouTube
Clip · @marykorlindowns on TikTok
The Tote Bag, made from scratch by @Nara Smith
@marcjacobs on TikTok
Replying to @♡HEAVEN ♡ what a wild monday haha #marcjacobs #narasmith
@marykorlindowns on TikTok
Nara Smith CAUGHT stealing content...(Marc Jacobs drama)
Tea Spill on YouTube
TikToker Nara Smith whips up a bag from scratch in quirky Marc Jacobs ad
Marketing-Interactive
Model Nara Smith Cooks Up a 'Delicious Red Marc Jacobs Tote Bag' From Scratch in New Ad
Complex
Nara Smith makes a Marc Jacobs Tote bag from scratch | Bona Magazine
Bona
Maybe Nara Smith's Marc Jacobs Ad Campaign Wasn't Baked From Scratch After All
The Mary Sue
Marc Jacobs' guide to Tiktok virality
nss magazine
Dallas Influencer Nara Smith Is Angering TikTok Again, Now With a Marc Jacobs Ad
Dallas Observer
What PR Pros Can Learn from Influencer Nara Smith and Marc Jacobs Collab Backlash
PRNEWS
Luxury Briefing: Luxury brands are evolving their social media strategies in preparation for a 'bumpy ride'
Glossy

Spread Score

How it works
Reach48Contagion35Breadth20Velocity100LongevityNo data yet48

Numbers

TikTok seed only; derivatives unavailable (January 10 report)
17M
As of Jan 10, 2025 · TikTok · Glossy
Peak date
Week of Jul 22, 2024
Jul 22 ’24 to Week of Jul 22, 2024
Platforms
4
Started on TikTok
Origin
Seeded
Fashion & accessories

Mechanics

  • Visible in use
  • Response chain
  • ControversyPrimary
  • Platform jump
  • Press loop

How it spread

Trace the origin

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.

Dates use the stated precision; chart positions are date anchors.

Jul ’24AugOctDecFeb ’25AprJunSepFeb ’26JunOctTikTokPressXYouTube
TikTokPressXYouTube

14 more events on this chart

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Timeline (17)

  1. July 2024

    Marc Jacobs seed · Jul 22 ’24

    Marc Jacobs posted Smith baking a red Tote Bag from dough.[1][2]

    The Tote Bag, made from scratch by @Nara Smith
    Open the first post ↗

  2. The Independent press · Jul 22 ’24

    The Independent reported more than two million views and quoted viewers praising the collaboration.[2]

  3. Mary Korlin-Downs backlash · Jul 22 ’24

    Korlin-Downs posted a response after viewers flagged similarities to her earlier bag video.[3][9]

    Replying to @♡HEAVEN ♡ what a wild monday haha #marcjacobs #narasmith
Origin
Seeded
Sector
Fashion & accessories
Region
US
TikTok seed only; derivatives unavailable (January 10 report)
17M
As of Jan 10, 2025 · TikTok · Glossy
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Jul ’24AugOctDecFeb ’25AprJunSepFeb ’26JunOctTikTokPressXYouTube
TikTokPressXYouTube

14 more events on this chart

Join free to see them

  1. July 2024

    Marc Jacobs seed · Jul 22 ’24

    Marc Jacobs posted Smith baking a red Tote Bag from dough.[1][2]

    The Tote Bag, made from scratch by @Nara Smith
    Open the first post ↗

  2. The Independent press · Jul 22 ’24

    The Independent reported more than two million views and quoted viewers praising the collaboration.[2]

  3. Mary Korlin-Downs backlash · Jul 22 ’24

    Korlin-Downs posted a response after viewers flagged similarities to her earlier bag video.[3][9]

    Replying to @♡HEAVEN ♡ what a wild monday haha #marcjacobs #narasmith

  1. peak · Week of Jul 22, 2024

  2. owner response · Jul 23 ’24

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Why it worked

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