“Chaos and Humor”: How Brands Can Tap Into Micro-Dramas
Micro-dramas are gaining popularity in the fashion industry as brands seek to engage audiences through entertaining short videos. Originating in China, this format has proven effective in capturing viewer attention and driving brand engagement. Luxury brands are now investing in high-quality productions to leverage the potential of micro-dramas while maintaining their image.
- ▪Micro-dramas, known as duanju in China, are scripted video series that have become popular for their emotional hooks and low-commitment viewing.
- ▪The media impact value of micro-dramas reached $2.5 million in March 2026, indicating their effectiveness in driving sustained engagement.
- ▪Luxury brands are beginning to adopt micro-dramas, with Marc Jacobs creating a humorous short film to promote its new handbag.
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| Original publisher | Vogue |
| Canonical URL | https://www.vogue.com/article/chaos-and-humor-how-brands-can-tap-into-micro-dramas |
| Publication time | Tue, 19 May 2026 04:30:00 +0000 |
| Retrieval time | 2026-05-19T04:34:57.306Z |
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Fashion Industry Trends“Chaos and Humor”: How Brands Can Tap Into Micro-DramasBy Ashley Ogawa ClarkeMay 19, 2026Rachel Sennott featured in Marc Jacobs’s micro-drama The Scene.Photo: Courtesy of Marc JacobsSave StorySave this storySave StorySave this story“I am so sorry, I can’t go anywhere in New York,” Rachel Senott says, satirically shrugging off the paparazzo she paid to pap her in a Manhattan park. This is just one of the funny moments in recent micro-drama The Scene, a three-minute movie conceived by Marc Jacobs to promote its latest bag of the same name.Originating in China around 2021, and known locally as duanju, micro-dramas are scripted, easily digestible video series — but their impact is anything but small.
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