After her first collaboration with Marc Jacobs (a cheeky take on bootleg merchandise) sold out, New York-based photographer and writer Ava Nirui has teamed up with the label for a second partnership. This time Nirui is riffing on one of America's favorite spreads "I Can't Believe It's Not Butter!" in a yellow hoodie emblazoned with daisies and a dialogue bubble that reads, "I can't believe it's not Marc Jacobs!"
Accompanying her design are styles by friends including a scratch-off themed hoodie by Idea Books, a bagel and lox-inspired one by Better founder Avi Gold, and Stray Rats designer Julian Consugra's iteration with cartoon characters.
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The range of pieces is an extension of Nirui's commentary on branding and counterfeiting, that's more playful than self-serious. The phrase "unreal taste" in bright red letters on the back of her margarine-themed sweatshirt capture the wackiness at the heart of the project.