Welcome to my love/hate relationship with this new cool kid brand
(@heavn / Instagram)
My taste in fashion is simple. When I see clothes that look like they’re ‘90s London punk meets Tokyo street style, I buy. And that’s exactly what Marc Jacobs’ new Heaven line is.
Everything about the line looks great to me: inclusivity, a fresh perspective, adorable marketing, and genuinely “hip” clothes.
My only question is: why the fuck is it so expensive?
Mr. Marc Jacobs, if your new line is targeted towards teenagers, how do you expect broke kids to afford a $65 baby tee with a picture of a teddy bear on it? The audacity of some fashion brands never ceases to amaze me.
And yet, why do I still want it?
Is it because all my favorite celebrities are wearing it? Is it a terrible fear of missing out? I can’t say for sure, but damn are these some cute clothes. Heaven even had a magical photoshoot in Harajuku, Japan shot by the legendary Shoichi Aoki.
The entire line was photographed in a dreamy ‘90s teen bedroom called the Heaven bedroom shop in New York City.
Was I a teenager in the ‘90s? Nope. But, there’s something about nostalgia for the past that makes Heaven so magnetic.
Vintage fashion trends have been back on the rise recently, with young people flocking now, more than ever, to get their hands on authentic retro clothing and, well, sometimes ripoffs. I’m looking at you, UNIF.
So what strategy do brands use to get the teens back into modern fashion? Mimic the illusion of vintage clothing with fresh marketing and cool celebrity endorsements. Teens will come running back. It seems like a bit of a shady marketing plan, especially since the clothes are heavily overpriced, but for some reason, it seems to be working.
With models of different ages, body types, and backgrounds, this is one of the more inclusive brand photoshoots I’ve ever seen. And with the iconic cityscape background, it just makes the photoshoot all the more drool-worthy.
But is Heaven really inclusive? Or does it just give off a facade of catering to the average teen?
We’ve established that with their prices, Heaven has already eliminated the majority of potential clientele that refuse to pay hundreds of dollars for a sweatshirt.
Additionally, only some of the clothes cater to plus sizes. From a quick look at the website, it seems that only sweatshirts and a few t-shirts go up to size 2XL, whereas everything else — including adorable dresses, skirts, and tight-fitting tops — only goes up to size XL. What are you trying to say, Heaven?
My relationship with this brand — and a lot of “teen brands,” to be honest — is very conflicted to say the least. Heaven definitely has the “it factor” to make it an indie fashion staple, but I’m confused as to who their audience is.
One thing’s for certain, when Heaven starts making young people wear Marc Jacobs again, it’ll truly be a sight to behold.