The label’s new AW22 collection also features collaborations with Doja Cat and Wong Kar-Wai
It’s that time of year again: Marc Jacobs is unveiling his latest Heaven collection. This season, the designer’s campaign features Pamela Anderson, Doja Cat, Charli XCX, Dev Hynes, and Kyle MacLachlan.
It’s a star-studded line-up, but unsurprisingly so. Jacobs’ has a rep for casting some of the most celebrated pop culture icons: Christina Ricci was unveiled as the face of Heaven in 2021; Nicki Minaj fronted his SS22 Heaven campaign; and, of course, Winona Ryder starred in the campaign for his J Marc bag which was released in May.
Heaven has kept fans captivated by channelling 90s and Y2K nostalgia since its inception in 2020, and the new AW22 collection doesn’t disappoint: think extremely distressed denim mini skirts; delicate chokers that resemble barbed wire; lilac slip dresses paired with thick, black Kiki boots.
In the campaign, Anderson perches on a dark floral sheet modelling a grey co-ord trimmed with lace from the collection, channelling 90s grunge. In another image, she‘s draped across a dew-speckled rose, cradling a pastel-coloured, puffy shoulder bag.
In many ways, Anderson is the perfect fit for Heaven: she’s indisputably emblematic of the late 90s and early 00s zeitgeist. From that iconic red Baywatch swimsuit to her all-leather looks in Barb Wire, Anderson’s style will be forever influential. She’s also no stranger to the fashion world, and is close friends with Vivienne Westwood, who memorably cast Pam as the face of her SS09 campaign, and has appeared in numerous ad campaigns shot by Juergen Teller.
Elsewhere in the new Heaven campaign, Kyle MacLachlan – AKA Dale Cooper from Twin Peaks – dons a maroon sweatshirt embroidered with a spider’s web, impaled with a superimposed cartoon sword. MacLachlan is also well-acquainted with high fashion, having walked the runway for Prada’s AW22 collection.
The new collection also has collaborations with artist Eri Wakiyama, film director Wong Kar-Wai, fashion brand Online Ceramics, artist Claire Barrow, tattoo artist Will Sheldon and graphic designer Elliot Shields.
It’s a busy week for Jacobs: he’s celebrating the 25th anniversary of the Fendi Baguette bag with a special show in New York this evening alongside Fendi’s Kim Jones. The show is set to unveil a small collection to honour both the Fendi Baguette and house of Fendi.
To celebrate the launch of the new Heaven collection at NYFW, Charli XCX, PinkPantheress, Doja Cat, Yaeji, and Kaytranada are set to take over a Brooklyn warehouse for a huge blowout party tomorrow night.
You can take a look at the campaign in the gallery above, and shop the collection on the Heaven site.