"A world in the world of Marc Jacobs", is how the American designer defines Heaven, his recently launched collection. Forget the paradisiacal scenario invoked by the name, because Heaven is a riot of bright colors and a mixture of subcultures, deliberately provocative and with a strong social message.
So what is this camp world created by Marc Jacobs, whose mascot is a two-headed teddy bear, made of?
Visualizza questo post su InstagramIris in HEAVEN Photography @larissahofmann Styling @emersondanielle
Vogue called it a return to Teen Dream Fashion, which the designer pioneered before the fashion trend was redefined by the elegant austerity of the Phoebe Philo era. At the time, everyone bought T-shirts with photographs of Naomi Campbell and Victoria Beckham portrayed by Juergen Teller in his small shop on 11th Street in the Big Apple, among which the bestsellers also included silver condoms and rings with plastic crystals.
It is at this phase of the 2000s, mixed with the 70s and 90s, which Heavn draws inspiration from with nostalgia, making it current.
Visualizza questo post su InstagramBeabadoobee in HEAVEN Photography @larissahofmann Styling @emersondanielle
The lookbook is signed by the legendary street style photographer Shoichi Aoki and is a tribute to the queer pioneer Gregg Araki, to FRUiTS magazine (the bible of Japanese street style since 1997, source of inspiration for many designers), to the sculptures of Mike Kelley and Cindy Sherman.
The campaign is instead directed by Larissa Hofmann, starring personalities friends of the brand such as Yoon Ambush, Gin Satoh, Kurebayashi, Daisaku, Iris Law, Jyrrel Roberts, Vegyn, Lily McMenamy and Beabadoobee.
Featuring a subversive and at times psychedelic pop-grunge aesthetic, Heaven is a polysexual collection, made up of t-shirts and sweatshirts with words like "totally fucked up" and "more teen angst", pleated skirts and baby cardigans in a school uniform style.
Visualizza questo post su InstagramLily in HEAVEN Photography @larissahofmann Styling @emersondanielle
Presenting it to his followers, Marc Jacobs talks about a real return to the original impulse of the brand: subversion, teenage daydreams, alienation nation, queer youth, toxic shock girls from the valley, candy raver, psychedelic fantasy and much more.
But above all Heaven becomes manifest of gender fluidity: "Girls who are boys and boys who are girls, those who are neither", these are the words on the marcjacobs.com site, where you can buy the collection in a whole section. dedicated site.
By remaining consistent even in pricing, they remain affordable. In addition to clothing, the collection includes vintage magazines and music CDs, a selection of soft toys and vintage versions of cult books such as Nabokov's Lolita.
A real tribute to sub-cultures, adapted for the youth of 2020, which goes straight to the heart of the consumer without the need for intermediaries except Instagram.
"Let Heaven be your brand of bliss", is the designer's appeal to his 9.8 million followers.
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