Ice Spice, Ethel Cain, and Michèle Lamy have been Heaven’d

Skims and Heaven are the same things but for different people, slotting themselves into viral media cycles to one-up the algorithm and share headlines with pop-cultural icons. That might sound like a glib comparison because this is just how brands market themselves on social media, but Skims and Heaven REALLY go for it. And it’s smart, and it’s fun. Just as the Deftones were finding popularity among young people on TikTok, Marc Jacobs and Ava Nirui dropped a collaborative capsule of band merch – which is similar to how Skims campaigns have featured The White Lotus’ sex workers, SZA, and aliens when all those things were having their own moments online. It’s about turning the brands into a cultural archive (albeit one is for people who watch Hulu and the other Mubi) which positions them as arbiters of what is cool and when it is cool… a bit like how magazines used to behave.

Heaven is quintessentially Kardashian. As soon as Ice Spice went viral with “Boys a Liar Pt. 2” – and landed the cover of Dazed – she got invited to the Skims headquarters to star in North Kardashian’s TikToks and is now the latest face of Heaven’s SS23 collection. See also: Ethel Cain, Lil Uzi Vert, Michèle Lamy, Liv Tyler, and Yves Tumor who have been photographed by Harley Weir and styled by Danielle Emmerson in and around a string of haunted motels and rodeo drives in LA. The bulk of the collection is available here and the remainder will include drop-fed collaborations with Sonya Sombreuil, Stray Rats, and Hysteric Glamour. Click through the gallery above to see the rest of the campaign images. 

In other fashion news this week, Bella Hadid reminded everyone that it is OK to be ugly and Rickey Thompson reminded everyone that he likes to wear Rick Owens, while Ashish Gupta opened an exhibition of his work in Walthamstow’s William Morris Gallery. For everything else that may have passed you by, click through the gallery below.