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Marc Jacobs’s cult-favorite label Heaven married the nostalgic and angsty Tumblr girl aesthetic with whimsical fairytale Y2K style for its latest campaign, starring edgy It girls Doja Cat and Charli XCX, fashionable musician Dev Hynes, iconic actor Kyle MacLachlan, and the ultimate icon of the early-aughts, blonde bombshell Pamela Anderson.
Styled by Danielle Emerson and photographed by Harley Weir, the campaign fuses the worlds of fashion, art, and film, packaged in an all-encompassing ode to pop culture.
Incorporating new, artistic collaborations the Fall 2022 collection features Hong-Kong-based film director, screenwriter, and producer Wong Kar Wai, New York-based artist Eri Wakiyama, independent brand Mimi Wade, fashion label Online Ceramics, London-based artist Claire Barrow, tattoo artist Will Sheldon and graphic designer Elliot Shields.
With a star-studded inner-circle, Jacobs has aligned Heaven with pop culture icons, heroes, artists across disciplines, and fashion disrupters since its 2020 inception with Winona Ryder, Nicki Minaj, and Christina Ricci.
English singer-songwriter Charli XCX is photographed in a romantic floral frock and platform Kiki boots, with mile-long metallic nails and knives sticking out of her back. The musician shared the image on Instagram writing, “✨☁️ your number 1 angel for heavn by marc jacobs ☁️✨.” The “Famous” singer is set to appear at the Heaven by Marc Jacobs NYFW party this weekend alongside fellow campaign star Doja Cat.
The “Say So” singer posed with a multi-colored pixie cut, with the wings of a fairy behind her. Doja Cat adorned the What A Drag Satin slip dress, featuring a colorful sketch from artist Eri Wakiyama.
Tapping another figure to have permeated the zeitgeist of the era, Pamela Anderson slipped into Heaven’s latest collection. The Baywatch babe’s over-the-top rock wife glam style has seen a resurgence since the (unauthorized) release of the Hulu series Pam + Tommy. Anderson’s sexy-meets-quirky wardrobe has since been dubbed “Pamcore.”
Hot off the heels of her Broadway debut as Roxie Hart in Chicago, Anderson is also working on a forthcoming Netflix documentary, described as an “intimate portrait embedded in the life of Pamela Anderson as she looks back at her professional and personal path, and prepares for the next steps on her journey.
With the collection launching today, a specialty art collaboration with Dean Joy of Bears Who Care will also be released, comprising of stuffed bear charms, and whimsical jewelry to decorate your bear.
This season of Heaven has also been supported by Climax Books. A selection of rare reads has been curated by founder Isabella Burley, especially for Heaven, with a special edition T-shirt made in celebration of the partnership.