In a match that feels about as divine as its namesake, uber cool NYC phenomenon Heaven by Marc Jacobs has just announced its first sunglasses and swimwear collection with Californian cool girl Devon Lee Carlson as the face. And it wouldn't be a dream Y2K collaboration without campaign imagery shot on a lo-fi digital camera.
The brand posted the campaign images to its Instagram account today, announcing the capsule as its first foray into the world of eyewear and swimwear. And just in time for the summer (in the Northern Hemisphere at least).
Take a first look below.
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Would we cop it?
From the looks of the rectangular 90s-inspired sunglasses, trucker hats and Y2K itty bitty bikinis, you bet we would. It's not the first time the two have teamed up either. Devon Lee Carlson joined forces with Marc Jacobs back in 2021 for a collection comprising of velour tracksuits, a viral flirty lace-trimmed mini dress and a whole host of hot pink, bejewelled accessories.
What is Heaven by Marc Jacobs?
Since swinging open their doors in 2020, Heaven by Marc Jacobs has become something of a cult phenomenon; an exclusive club, not necessarily for its price tag, but for its ephemerality and pointedly nostalgic aesthetics. The brainchild of Jacobs and Australian-born designer Ava Nirui, Heaven is a softer side of Jacobs' world, a "gateway into the sprawling and enigmatic omniverse of Marc Jacobs subversion" according to its website.
And meaningful relationships seem to be at the core of what they do – whether it's Jacobs' long-time friend Anna Sui curating some of her own 90s runway pieces for sale, or a collaboration with Kiko Kostadinov for a limited capsule collection – its philosophy seems centred on heart. A cult celebrity following doesn't hurt either, from Beabadoobee to Doja Cat to Gabbriette and Iris Law, all scrambling to get their hands on issues of Fruits Magazine, curated books, pleated mini skirts and mesh tops.
When and where can I shop the collection?
You can shop the new eyewear and swimwear collection at the Heaven by Marc Jacobs website on June 7.
