If you have been on TikTok within the last couple of weeks you may have seen Marc Jacobs’ new brand, Heaven. Just the #heavenbymarcjacobs has 5.4 million views on the platform. The brand launched in September 2020 but recently dropped a new collection earlier this month. Heaven is a collaborative effort between Marc Jacobs and Ava Nirui, a Brooklyn-based designer. The collection’s grungy, DIY-inspired, Y2K looks were created to appeal to a younger generation of fashion enthusiasts. Some highlights of the collection included chunky silver jewelry, graphic baby tees, knitted sweater vests, and platform Doc Martens.
While I see the appeal of these items, I cannot help but think of the collection as a glorified version of Depop or Shein. The pieces are too trendy and appear to lack the quality of a designer brand like Marc Jacobs. In addition to the piece’s lack of quality, I was not impressed either by the quality of the photoshoots. Overall, the shoots were bland, static, repetitious. It screams overpriced fast fashion and is the antithesis of timeless. Sure the pieces look experimental and subversive now, but in our hyper-trendy culture, they will soon be out of style. One aspect that I did enjoy was its polysexual approach to the collection’s pieces. The sexual inclusivity of Heaven is reassuring because it aids in breaking down the gendered barriers in fashion. While I commend Marc Jacobs for doing this, I still cannot faithfully say the collection is worth the price point. It would be more fulfilling to spend $75 on sewing supplies instead of an overpriced, branded baby tee. I am curious to see how Marc Jacobs moves forward with this brand, but for now, it remains wildly trendy and uninteresting.
Jack Pitcher, F&B Diaries Writing Staff
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