Heaven is the fluid baby of Marc Jacobs and Ava Nirui
Marc Jacobs draws out the brand’s subversive spirit with a collaborative line, Heaven. Focusing on a new generation of fashion creatives, Jacobs has not only joined forces with Ava Nurui—former viral fashion bootlegger and now full-time Jacobs employee—for this collection but other subcultural figures such as FRUiTS Magazine‘s Shoichi Aoki as well. Aoki, who photographs the campaign for this collection, began his career documenting the subversive fashion of the Harajuku district; Marc Jacobs’ pieces frequently appeared in the pages of FRUiTS. Celebrating artistic friendships in the Heaven collection, Aoki features friends of FRUiTS like Yoon Ahn of AMBUSH and Hiromichi Ochiai of Facetasm.
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.
As per Marc Jacobs’ explanation, the collection captures the rebellious, youthful spirit with an uncompromisable sense of individuality. Heaven is naughty and grungey with pieces like the sheer graphic crop-top and low-waisted graffitied jeans. The pink and red striped sweater featuring a distorted version of the designer’s daisy motif and the two-headed teddy bear mascot are nods to Jacob’s perfume and one of his muses—Katie Grand.
The line repackages over two decades of the brand’s subversive world for a new generation to enjoy. Without the conventional gender codes, Heaven offers pieces such as sweater vests, t-shirts, long-sleeve shirts, hoodies, dresses, bags and accessories.
Find Heaven at the Marc Jacobs boutique at CentralWorld. For more information, visit marcjacobs.com/heaven.