Now, Marc Jacobs, the American brand, is unveiling its latest line called Heaven, which is a genderless collection targeted towards a younger audience. This new line, along with The Marc Jacobs, which was recently created to cater to a wider price range, and the brand’s foray into Animal Crossing, showcases its commitment to attracting the younger generation. Heaven is described as a “polysexual” line, embracing the concept of attraction towards multiple genders and/or sexes. This initiative not only resonates with the gender-fluid Generation Z but also aligns with the brand’s dedication to inclusivity, particularly within the LGBTQ communities.
According to Marc Jacobs, Heaven is considered a world within their brand universe, continuing their long-standing momentum of bringing creativity together with integrity. The brand sets out to emphasize the authenticity of its positioning by aligning its values with its target audience. In an Instagram post, Marc Jacobs explains that Heaven draws inspiration from various subcultures and characters that have influenced the brand for the past 30 years. This collection pays homage to figures like Gregg Araki, well-known for his queer films, FRUiTS magazine’s street style microculture, Mike Kelley’s plushy sculptures, and Cindy Sherman’s ever-evolving identities.
Heaven offers a range of collectible items, including tees, hoodies, dresses, bags, home goods, and accessories. With prices ranging from $35 to $395, the collection aims to be accessible and aspirational for customers. Additionally, the brand plans to feature commissioned projects from Marc Jacobs’ muses and friends via the Heaven Instagram account.
The positioning of Heaven lies between the past and the future, capturing the essence of both. The brand has curated a diverse team, including collaborators such as Ava Niuri and Shoichi Aoki. Ava Niuri, known for her logo remixes, brings her unique touch to the collection. Meanwhile, Shoichi Aoki, the founder of FRUiTS magazine, is responsible for the lookbook, infusing it with Japanese street-style influences. Diversity is further represented within the collection, which includes a wide range of items like ready-to-wear garments, hangers, pillows, plush toys, rugs, posters, and hair accessories. The collection combines youthful accents with nods to alternative movements like grunge and techno. Additionally, it integrates physical manifestations of its connection to these subcultures through art books, vintage magazines, VHS tapes, and CDs.
The logo of the new line, a two-headed bear, symbolizes the freedom to embrace multiple facets and eternal romance through evolving forms. Inspired by an image of Marc Jacobs muse Katie Grand from a 1994 issue of Dazed & Confused magazine, the logo further solidifies the collection’s validation and has been openly shared on social media. Marc Jacobs aims to strike the right balance between its established brand references and its desire to establish a contemporary dialogue with new communities.
Useful links:
1. Marc Jacobs Official Website
2. Marc Jacobs Heaven Collection on Instagram
