The power of Heaven by Marc Jacobs casts

Heaven by Marc Jacobs, beyond having unleashed a youth revolution and invoked the subcultures of the nineties and two thousand with its aesthetic imagery, stands out for the iconic selection of talents that orbit its campaigns.

The fashion language of its creative director Ava Nirui, in constant connection with the new generations, seemed to reach the climax in his latest campaign for SS23, among pop stars like Ice Spice, the demonic doll M3GAN, Ethel Cain and the artist Michèle Lamy.

The power of all that magic or fascination that Marc Jacobs’ label gives off are the Y2K vibes of his pieces, among deconstructed sweaters, babydoll tops or flared pants. Garments that recently became the result of collaborations with other firms or cult designers such as Kiko Kostadinov or Come Tees, the LA-based brand, or the Japanese Hysteric Glamour.

However, more than his designs themselves, the personalities that inhabit his universe have a lot to do with the hypnotic result of his campaigns, and the high demand for his collections full of cultural references.

MARC JACOBS’ EDEN

The casts that the brand selects for its campaigns or lookbooks, as well as to wear its pieces and represent its identity, are full of famous faces and/or pop icons such as Pamela Anderson, Charlie XCX, Paris Hilton, Gabriette, Lil Uzi Vert, Kate Moss or Nicki Minaj. Celebrity casts that project back into the core of fashion, which are subsequently revered by TikTokers and a whole community of brand devotees, who reflect that obsession on the networks.

Such is the success of Marc Jabs’ teen line, that it recently opened a new Heaven store, another gateway to the vast and enigmatic omniverse of the brand’s subversion in London’s Soho district. A new space that continues to reflect that magnetism that we can see through all those campaigns that takes place with talents of the starsystem, without losing at any time that approach or independent essence within fashion.