This morning, Marc Jacobs welcomed the arrival of Heaven, a new polysexual line that focuses on the softer side of Jacobs' subversive aesthetic while blurring gender boundaries. He announced the news with a logo of a pink two-headed teddy bear on Instagram.
"Heaven is a world within our Marc Jacobs world," said Jacobs in a statement. "It continues the momentum that we've always had of bringing creative people together and making something with a lot of integrity and a real respect for the spirit in which we built the company, but doing it through a lens that is completely of this moment."
View this post on Instagram
Welcome to HEAVEN ☁️ Introducing a polysexual collection by Marc Jacobs. HEAVEN draws upon the origins of the Marc Jacobs impulse: subversion, teenage daydreams, alienation nation, queer youth, toxic shock valley girls, candy ravers, apocalypse sugar, psychedelic fantasia, girls who are boys and boys who are girls, those who are neither, negative space, day-glo dystopia, suburban euphoria and the multifaceted characters who have made up the Marc Jacobs universe for the past 30 years. HEAVEN centers the D.I.Y. spirit that connects subcultures around the world and recontextualizes them for a new generation. HEAVEN pays tribute to the films of the new queer pioneer Gregg Araki, the street style microculture of FRUiTS magazine, the plushy sculptures of Mike Kelley and the shifting identities of Cindy Sherman. An ode to otherness. Let HEAVEN be your brand of bliss today. Available now at marcjacobs.com and all Marc Jacobs stores.
A post shared by Marc Jacobs (@marcjacobs) on
A pink-and-red striped sweater with a daisy logo is a nod to both Jacobs' perfume line and Perry Ellis grunge collection. And the aforementioned two-headed teddy bear mascot is featured on a babydoll tee and a backpack, inspired by longtime brand muse Katie Grand. Of course, Jacobs hallmarks like rounded collars and celestial graphics appear on knits and dresses, all in hues of green, purple and black. All of the genderless, "polysexual" garments use brand signatures to celebrate its history, while giving new context for today's youth.
The Larissa Hofmann-lensed campaign features young stars like Iris Law, beabadoobee, Vegyn, LilyMcMenamy and Jyrrel Roberts lounging in sections of a reimagined aughts-era bedroom (complete with an old-school stereo, snowglobes and wall stickers). However, the lookbook by FRUiTS creator Shoichi Aoki features Kurebayashi, Yoon Ambush, Gin Satoh and Daisaku posing in the streets of Japan, like subjects of his legendary style magazine. Both prove that Heaven can be worn by anyone — and anywhere.
Jacobs might be sitting out of New York Fashion Week this season, but he's certainly been keeping busy during quarantine. Heaven comes on the heels of his collaboration with Cactus Plant Flea Market and new perfume launch — not to mention the designer's fabulous Instagram style moments and makeup "Too-torials."
Photos courtesy of Marc Jacobs
- Marc Jacobs Reveals Why He Never Produced His Fall 2020 Show ... ›
- Marc Jacobs on His New Line Featuring Reissues of Greatest Hits ... ›
- Marc Jacobs on His Looted Stores ›
- Vegyn Announces "Locked Grooves'"Charity Compilation - PAPER ›
- Marc Jacobs Taps Kate Moss, Brian Molko for Heaven Campaign - PAPER ›
- Marc Jacobs Sets Date for Return to the Runway After Hiatus - PAPER ›
- Marc Jacobs Returns to the Runway With Fall 2021 Show - PAPER ›