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Marc Jacobs’ diffusion line, Heaven, has Gen Z — and millennials willing to relive the early aughts as adults — in an absolute chokehold. Its collections are selling out immediately upon release and its newly opened store in L.A. is a hot spot, carrying not Heaven’s highly sought-after pieces, but a carefully curated collection of other similarly cult labels such as Mimi Wade and London’s Ashley Williams, as well as a selection of vintage curated by Aralada Vintage.
Coincidentally, this writer happened to be there yesterday, walking out with three pieces, including a lace mini dress made out of a Marc Jacobs runway print from 2019. No regrets.
Now, Marc Jacobs is taking a leaf out of Heaven’s recent success, harking back to the ‘90s with the face of its latest accessory release, the J Marc Shoulder Bag, enlisting none other than grunge fashion icon herself Winona Ryder as the campaign’s face.
After a few images leaked earlier this week prompting many to speculate Ryder was a new face of Heaven, Marc Jacobs shared a campaign video announcing both the new bag and Ryder, a longtime friend of Jacobs’, as the star of its mainline, instead, showing clips of the actress candidly dancing while wearing an oversized white hoodie and eating whipped cream on set.
Ryder, who become a popular culture icon with her early performances in films like Beetlejuice and Edward Scissorhands in the early ’90s, soon after became a fashion one with her messy black hair, leather jackets, baggy jeans and one Mr. Johnny Depp on her arm. More recently, she’s been a firm fixture on screens yet again thanks to her role on Netflix’s Stranger Things, which had its fourth season finally drop after Covid-19 delays this week.
For Marc Jacobs’ latest campaign, you can barely tell the images, taken by Harley Weir, aren’t from that very era, with Ryder, who first posed for Jacobs in his SS03 campaign with Juergen Teller, leaning into her gothic glam aesthetic with dark eyeliner, black nails and spidery tendrils covering her face, in an ode to a similar hairstyle she had for a photoshoot in 1992.
The 50-year-old wears Jacobs’ iconic Kiki Boots in most of the images, as well as a black archival Marc Jacobs gown, a lace slip and a black tulle skirt.
The J Marc shoulder bag, which draws inspiration from an early-aughts favourite: the Marc Jacobs “Stam” bag, will be available from June 1st to shop online at marcjacobs.com and its physical stores, along with select retailers.
Tile credit: Getty Images/Bob Riha, Jr.
