ARE YOU GETTING INTO HEAVEN?

Marc Jacobs, a prominent figure in fashion who is known for the popular trends that he sets for pop culture. He is most notably known for his “grunge” collection which he has been credited countless of times for launching the grunge look in the 1990s. However, Marc Jacobs is not only synopsis for his sartorial interpretations of trends but he is also synopsis for being Gen- Z’s internet fantasy of cool and fashionable.

Heaven, by Marc Jacobs was launched in September of 2020. Heaven has a very nostalgic edge to it and plays into a nostalgic feeling of the past.The inspiration was of the likes of Kim Gordon’s Cult X Girl label, and Sofia Coppola’s Milkfed, which was popular during the 90s.

Iris Law for Heaven fw21

Heaven is a direct consumer collection that aptly every teenager dreams of fashion and fashion culture. From the pieces ranging from $45 and $395, it is worth mentioning that Heaven is the new it thing. With the selling of vintage merchandise like CDs and vintage magazines, to stuffed animals, and a clothing line, Heaven caters to the masses of teen angst. With its millions of followers on Instagram and trendy stores in Los Angeles, California, Heaven by Marc Jacobs has accumulated its own cult-like following. The grungy style with a hint of cuteness that fuels their direct to consumer collections is what keeps this feeling hopeful about the future of fashion.

Since their launch they have had many collaborations notably with Nodaleto shoes, which continued the themes of nostalgia with its 90s inspired footwear that consisted of Maryy Jane’s, chunk heels, and knee high chunky boots. With this collaboration it courts to a younger consumer that may have not had the money to spend thousands of dollars. The shoes went for $360 retail, and typically a Nodaleto shoes usually costs about $800 to $1,000. So all in all this collaboration was a success and courted the brand into higher success with the nostalgic collection that featured a 90s signature.

Heaven by Marc Jacobs x Nodaleto

In addition, the brand has recently collaborated in its latest drop, “The Virgin Suicides”. A 90s film that is based on the novel “The Virgin Suicides” by Jeffrey Eugenides. The collection featured graphic prints by Natalie Nguyen of Happy.99, Anco, Julian Consuegra of Stray Rats, Cythia Lu of Cactus Plant Flea Market, Elluor Shield, and Chris Cadaver. The iconography of this collection is reminiscent of the 90s as it pulls inspiration from the early 90s silhouette and pop culture references.throughout this collection and collaboration it is apparent that Heaven is recontextualizing well known characters and how they project to a newer generation by breathing back new life into them.

Heaven by Marc Jacobs is a perfect example of how the brand not only shows its true potential in fashion, but the longevity it can serve as Jacobs continues to cultivate a new wave of inspiration and creativity within the realm of the youth.