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The past few years have been dominated by the Y2K revival. But instead of feeling tormented by the trends of years past, we’ve found ways to embrace the chaotic aesthetic of the ’00s, largely thanks to brands like Heaven by Marc Jacobs and Blumarine, who have brought a modern perspective to the otherwise dated trends.
From butterfly tops and low-rise jeans to platform boots and cropped baby tees, the two powerhouses have had somewhat of a duopoly on the Gen Z market, establishing themselves as the go-to purveyors of all things noughties. So it only makes sense for the parties to come together to capitalise on the hype.
Creating a limited-edition capsule, Blumarine by Marc Jacobs has been announced as the collaboration of the year. Unveiling the news on the Instagram page for Heaven, Marc Jacobs’ youth diffusion brand, Marc Jacobs debuted the campaign, shot by Petra Collins and Lotta Volkova.
In the caption, it was revealed that the collection would be available from July 7.
Featuring emerging models Colin Jones, Adit Deng and Kayla Dunlap, the shoot employed a high school setting a la Britney Spears’ ‘Baby One More Time’ music video and played into ‘mean girl’ tropes. Hanging nonchalantly around classrooms, gym halls and locker-lined halls, the models are the epitome of lipgloss-laden suburban cool.
In the collection, we see midriff-baring crop tops with bedazzled branding and lace-trimmed camis layered under cropped jackets. For bottoms, we have mini skirts in ruffled pink chiffon and pink camo print, and embellished denim maxis. In one shot we can see a delicate long-sleeve bolero and a black shrunken cardigan with a faux fur collar. Accessories are a little edgier with black leather waist belts with chain detailing and chunky silver necklaces.
Just about everything your mother wouldn’t let you wear as a teen. Bring it on, we say.
