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Heaven x Blumarine is only for high school mean girls

The two Generation Z-focused brands team up to create an exciting collection inspired by teen culture, barbie-core or bling-bling aesthetics, and a deep love of Y2K.

Heaven x Blumarine is only for high school mean girls

The Heaven x Blumarine girls walk with airs of superiority and sensuality through the high school rooms, between pavilions and lockers, with coordinated outfits featuring baby pink camouflage, embroidered denim, gauzy mini skirts, hoodies, low rise jeans and Y2K micro bags.

This limited edition capsule is screened in a new campaign directed by the iconic Petra Collins in which model Colin Jones appears accompanied by new modeling stars Adit Deng and Kayla Dunlap, walking through different scenarios sheathed in the 11 pieces of the collection that brings together genuine vintage garments with couture highlights, extravagant footwear, chain belts, teddy bears with diamonds, tiny sunglasses and T-shirts cut out with anime character graphics.

Ava Nirui, Heaven’s creative director, expressed her excitement and gratitude for this collaboration: “In my teenage and college years, I fell in love with the Blumarine brand and aesthetic; to me it was the ultimate in aspirational, feminine fashion. I remember loving the Blumarine ads. There was something very powerful about the way the brand represented women, and those images instantly moved me. There are so many parallels between Blumarine and Marc Jacobs, then and now, and I think this collection makes perfect sense for both. I love how Nicola and her team have interpreted the codes of Marc and the Heaven brand in their own way. I’m a real fan of Nicola and his approach to Blumarine, and I feel very lucky to have worked with him.”

Blumarine x Heaven by Marc Jacobs is now available for purchase on the Marc Jacobs and Blumarine online portals, as well as at the Heaven by Marc Jacobs store in London and Fairfax, LA, and through Dover Street Market.

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