An ode to 90’s grunge culture and unbridled youthful expression, Heaven by Marc Jacobs is the newest collection under the namesake brand. Taking inspiration from the era in which Marc Jacobs launched his career and translating it to capture the zeitgeist of Gen Z, Heaven is the fever dream of internet kids past and present. Born out of a collaboration between Jacobs and Ava Nirui, the line is meant to represent the authenticity and originality that comes from building creative communities; a foundation of Jacob’s long career and the catalyst for Heaven’s roster of A-list contributors, including Kate Moss, Harley Weir, Elliot Shields, and Rex Orange County.
A “polysexual” line, Heaven contains a mix of printed baby tees, pleated tartan skirts, and character-adorned sweaters. A conjoined teddy bear backpack, inspired by the 1994 photo of Katie Grand, also doubles as the line’s logo - an embedded IYKYK reference to 90’s fashion. Gummy jewelry, logo hair clips, and teddy-bear scrunchies offer youthful cuteness for a teenage dream, and cartoonish patterns paired with angsty phrases makes for a nostalgic nod to 90’s mall culture.