The fashion gods brought “Heaven” down to earth, courtesy of Marc Jacobs’ fall 2022 collection. The launch was celebrated during New York Fashion Week with a full-capacity Gen Z rave that included performances from Doja Cat and Kaytranada. According to TikTokers and fashion editors alike, the party invitations were leaked to the masses because who doesn’t want to experience Heaven?
Jokes aside, since the brand’s conception in 2020, Heaven has garnered the adoration of Gen Z with it’s kitchsy references — a skirt adorned with the face of Kirsten Dunst from “The Virgin Suicides,” for example — and lower luxury pricepoint. Y2K fashion is a passing trend for some, but for Heaven, a return to the 2000s is everything; Marc Jacobs’ latest collection boasts pleated micro miniskirts, baby tees and mini dresses.
In Heaven’s dream-like world, Pamela Anderson sits on floral bedding in a matching tank and skirt set with clear plastic heels. Kevin MacLachlan wears a fuzzy star-emblem sweater with dark eyeliner and large black angel wings. Whatever fantastical life Heaven is selling, it must be working — pieces from the campaign have mostly sold out, with few remaining.
Shot by photographer Harley Weir, other stars modeling for the campaign include Doja Cat, Dev Hynes and Charli XCX. In the fall 2022 collection, Heaven leans into a goth fairy tale. With hues of dark greens, pinks and browns, the “What a Drag” satin dress features an otherworldly being laying in the grass. Doja Cat styles this piece with pink iridescent fairy wings along with colorful hair and makeup. In another shot, the superstar wears a fairy ringer tee paired with a matching green and pink plaid pleated skirt.
If Forever 21 were to come out with collections similar to Heaven, it would be a fast fashion nightmare. The allure to own a Heaven piece, worn by likable Gen Z celebrities, keeps the brand on top. Despite its relatively steep pricing, Heaven’s innovation in creating a largely logo-less (aside from the unsuspecting word “Heaven”), but recognizable aesthetic is admirable.
In an interview with Vogue UK, Ava Nirui, one of the creative forces behind Heaven, spoke to the brands allure as “intrinsically linked with grunge.” Nirui said the younger generation is less obsessed with logomania, perhaps explaining Heaven’s larger approach to creating a grunge fashion subculture.
For Gen Z, it seems as though existing in another world and illustrating that through fashion is central to its style. Breaking away from minimalist neutrals and patterns, Heaven blurs the boundaries between banal style and bold, otherworldly statements — the fall 2022 collection especially serves as a strong portrayal of this.
Standouts from the collection include its spunky tees and hoodies. A brown ringer tee with green accents boasts the word “Climax” in all caps. A brown hoodie similarly pokes fun at the brand’s name: “Somebody in Heaven likes me as a friend” is written on the back. A striped balaclava with accent bunny ear bows is one of many silly accessories. Fans can also shop for plush animals, from accessorized bears to pearl-adorned bunnies. Dresses, belt buckles and “goth butterfly” earrings further the whimsicality of this season’s drop.
The quandaries of deciphering how to educate oneself on ethical fashion are overwhelming, but regardless, Heaven is here to stay. The brand’s website boasts a $65 baby tee with the two-headed Heaven bear, and it certainly doesn’t scream fast fashion. If anything, the brand promotes a less-is-more mentality when choosing what pieces speak to consumers’ style.
Heaven’s fall 2022 campaign is undeniably successful in promoting a grunge, yet playful aesthetic that speaks to Gen Z — obviously displayed in the spectacle that was its NYFW rave afterparty and campaign of celebrities for the collection. This season’s drop is nothing out of the ordinary for a brand that continues to play upon its otherworldly prints and Y2K influences.