Marc Jacobs’ heavenly 1990s fashion birth

Written by Adam Bryce

Photography by Larissa Hofmann for Heaven

A 25-year-old may just have rebooted Marc Jacobs with a bootleg hoodie.

It seems a little off to be criticising Marc Jacobs’ career but, here goes. There is no denying the New York designer’s monumental impact on that fashion industry however, think a little more and most of us will be in agreement that it peaked mid-90s/early-00s.

Those iconic Juergen Teller campaigns, his muse Sofia Coppola, those grunge looks (that had previously seen him lose his role at Perry Ellis), that Stephen Sprouse x Louis Vuitton collaboration — there was nothing cooler and no-one cooler than Jacobs. And then…

But 2020 is a new time, and Jacob’s budding relationship with influencer Ava Nirui has birthed a new sub-brand by Marc Jacobs called Heaven. A self-referential take on Jacobs’ glory years sees a 90s-inspired aethetic. Likened to a teenager’s bedroom, the look is a DIY cross between Petra Collins and a skateboarder’s closet.

Scroll through Heaven’s Instagram account and it’s plain to see where the inspiration comes from — early Jacob’s iconic runway moments, Winona Ryder circa early-noughties and Harmony Korine campaign imagery.

Take a browse at Heaven’s website and you’ll notice a nostalgic mix of graphic tees, hoodies and cargo pants with vintage books by Larry Clark, Richard Prince and a signed Virgin Suicides DVD (signed by Coppola, of course). In a moment of potential accidental irony, I spotted, top left, a link that reads ‘BACK TO MARC JACOBS’. And yup, this is the Jacobs I wanna see.

MARCJACOBS.COM/HEAVEN
marc jacobs
marc jacobs
marc jacobs
marc jacobs

Related Stories

Sign up for email updates and news

Sign up

Sign up to receive regular news and updates on new issues, special projects, and other news.