Heaven, Marc Jacobs' cooler-than-thou sub-label, knows what the kids want. This time it's a collaboration with Blumarine, the Italian label enjoying a resurgence in popularity thanks to Nicola Brognano, the brand's wunderkind creative director.
The duo's 11-piece capsule collection merges Heaven's grungey, '90s-inspired aesthetic with Blumarine's recently revamped look, one saturated with references to Y2K fashion and culture. There are studded denim miniskirts and chain belts, tiny baby tees and pink camo hoodies. It all looks very Mean Girls, if the movie's popular protagonists also had emo boyfriends.
Shot by Petra Collins, the collection's accompanying lookbook presents a glammed-up version of the early 2000s high school experience, serving nostalgia to teens who weren't even alive to witness Y2K.
"In my teen and college years, I fell in love with the Blumarine brand and aesthetic. It was the ultimate in feminine, aspirational fashion to me," Ava Nirui, Heaven's creative director, said in a press release. "There are so many parallels between Blumarine and Marc Jacobs, then and now, and I think this collection makes total sense for both of us."
Indeed, both labels share a playful sensibility that balances kitsch with luxury gloss. It's a rarity in fashion these days — and one of the reasons Blumarine and Marc Jacobs have managed to capture the hearts and wallets of fashion-conscious Gen Z'ers.
Blumarine x Heaven by Marc Jacobs is available online at Marc Jacobs and Blumarine.
