Heaven by Marc Jacobs, authentic coolness.

Doja Cat for Heaven (2022)

Heaven by Marc Jacobs is proving time and time again that their ability to withdraw from nostalgia and youth culture is what will forever make them and their brands messaging unique, authentic, and overall cool. I had written about Heaven back in 2021, in which I went more in depth about how their ability to talk to Gen-Z through their nostalgia inspired campaigns and collections has brought Heaven into the forefront of being the IT brand for the youth right now. In that article I stated, “Heaven is a direct consumer collection that aptly every teenager dreams of fashion and fashion culture is…” And I stand by this now as heaven's latest collection is reminiscent of this exactly.

With the likes of Pamela Anderson and Doja Cat, heaven is once again catering to the masses of teen angst which the brand has become recognized for. Moreover, with the creative help from Ava Niru, creative director for heaven, her major contributions to the brands identity has absolutely proven to be masterful as it’s hit after hit. From campaigns ranging from Bella Hadid, Sky Ferreira, Nicki Minaj, and Marc Jacobs himself, to smaller influencers known for their distinct style such as @canfrugu ,and @shop_reallifesliv.

Pamela Anderson for Heaven (2022)

Its overall theme stems from yes nostalgia but today's current trends and pop/fashion culture. I will say that seeing Pamela Anderson looking absolutely gorgeous while wearing Heaven amidst the exploitation of her life story and her break out role as Roxie Hart in “Chicago '' broadway show was such a beautiful thing to see. Along with Doja Cat amidst criticism of her shaving her own head play into her alternate fashion style that she once toned down as she became more mainstream. Heaven by Marc Jacobs messaging and overall brand is authentic coolness as it continues to make pop culture references, play into 90s nostalgia and develop a fluid fashion sense that also combines current fashion trends for anyone to enjoy if they please.

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HEAVEN (2022) X Kyoichi Tsuzuki ‘Happy Victims’ (1999 -2004)

Kyoichi Tsuzuki ‘Happy Victims’ (1999 -2004) | Natessa & Quinton for Heaven (2022)

★ Happy Victims (1999-2004) by kyoichi tsuzuki, captures portraits of individuals and their brand obsession. And with Heaven by Marc Jacob’s latest campaign they are tapping into their ability to withdraw from nostalgia and youth culture once again with their latest campaign. With the influence and creative direction from Kyoichi Tsuzuki, Heaven captures individuals and their insane Heaven by Marc Jacob’s collection in similar fashion to Kyoichi Tsuzuki’s series ‘Happy Victims’, where she captures individuals and their brand obsession.

★ Kyoichi Tsuzuki's 'Happy Victims’ series captured apartments and rooms of 100 Tokyoites, providing an insight into the clutter and the heaven like state that reigns within an individual's closet, which Heaven has captured with its own collectors of the brand and its identity.

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