How Marc Jacobs Ruined Heaven

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Curious to see how people react to this one, I know Heaven is hot right now, but go check out the intro video to my patreon to see if it’s something you’d be interested in. Thanks!

Patreon: https://www.patreon.com/fashionlover4
My Links: https://linktr.ee/hotfashiontakes

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43 thoughts on “How Marc Jacobs Ruined Heaven”

  3. I think you'd also find it interesting that the stores resemble Tavi Gevinson's project "Rookie," that was started in the 2010s.Rookie was an online based magazine for young women, poc, as well as any person who identified through a dreamscape lens. A lot of rookie's aesthetics were nostalgia based, [not much differently], than heaven by Marc Jacobs. Rookie's nostalgia was based in the 60s/70s aesthetic as well as drawing inspiration from subversive political ideologies from the late 80s-90s like feminism, pro-choice, pro-lgbtq etc. Heavn by Marc Jacob is no different as it also focuses on "subversive" nostalgia. They say history/fashion are cyclical and I believe that Heavn is just a more manufactured version of Rookie for the 2020s. Because as opposed to the 2010s when we saw the rise of feminism, girlhood, lolita culture etc now see the emergence of queer communities becoming more openly talked about (therefore it becomes marketable)> from an outsider's perspective as I've consumed both Rookie by Tavi and Heavn by Marc Jacobs it always seems to loop back into preying on a sense of "missing out" to teenagers (13-18+ years) who have yet to even experience a life they can call their own. Both Rookie and Marc Jacobs have a fascination with girlhood (their use of Sofia Coppola's work speaks for itself) and I feel through the emergence of Tumblr, directors like Gregg Araki were able to become marketable as they exposed the underbelly's of teenage hood, emerging adulthood, and what it feels like to be consuming while living in a capitalistic hell hole as well as trying to figure out WHO you are while consuming. A lot of these themes are also focused primarily on American Teenage experiences [football bleachers seat class photo], plaid skirts, button up uniform-esque shirts etc, as well as the movie references [which heaven likes to juxtapose with japanese movie posters]. A lot of this type of imagery can be traced back to Tumblr blogs dousing their feeds with screenshots of band interviews and in subtext it would be in japanese for aesthetic. During the 90s fashion started taking inspiration from real people and started appropriating garments commonly worn by lower social economic people in Washington [flannel, rip jeans, dirty boots, layered clothes] began appearing on the runway, most notoriously through, none other, Marc Jacob's 1993 Perry Ellis show. I feel a lot of the photography also references these Petra Collin'sesque dreamscape [like her book with Alexa Demie] [heavn's latest shoot with Pam Anderson, Video's with bladee and other celebrities in fantasy worlds], Petra was also a main contributor to Rookie Magazine. A lot of this evidence is just uncanny and some of the thoughts I've been sitting on for a minute, I do not wish to offend anyone and feel free to add or take away anything from this comment.
    Rookie mag is still archived online at rookiemag.com
    they also held a show at space 1520 in 2012?2013? which can be found on YouTube if googled "Strange Magic"
    Thank you again for your time!

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  12. facts , crazy you know about OG heav3n … hell yea, im from LA so this party definitely is the premiere Queer Party, after HAM died, and after A CLUB called Rhonda.. look into Neo Perreo and Freak City too

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  17. the points in this video were spot on. the only thing i couldn’t agree with is the photography aspect. as a fashion photographer i personally love heavens images and campaigns. that style and quality isn’t the easiest to achieve. if they were to set up shoots like robert pattinsons gq editorial (which isn’t very far off) then that style would become trendy, played out and boring

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  18. i was discussing this with friends over the past few weeks and you articulated a lot of what i was feeling and backed it up with OG Heaven which i hadn’t known about !! so thank you! keep going!

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  22. the only note worthy thing that has come out of heaven are the Kiki boots. Idk if it’s an original or stolen design but it has become a brand code and might be the only thing that will withstand the test of time as the brand fades into obscurity

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  23. I like how you didn't just point out things you dislike about the brand, but showed counterexample that actual do it well (like the og heaven live shows, the robert pattinson GQ editorial…) and I agree, I don't like how "the DIY ethos" has been completed coopted and just made about celebrities. And owned by LVMH! lol

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  32. I’ve been saying this since they started! Also hilarious that everyone who’s modelled for heaven is never caught in it again after the promo is over… I don’t understand how people haven’t caught on, it’s just priced up micro trends- why are you spending that much money on a shirt that’s going to look tacky and outdated in a couple years? Especially when you could buy from the brands heaven is obviously taking their inspiration from. it’s only niche because they’ve given this illusion that it is haha, they’re selling a costume of the style they’re drawing inspiration from

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  33. lmaooo i bought that green ringer tee that you showed a pic of and it was terrible i didnt even try it on it was damn near a whole different color than pictured and mid quality for the price

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  34. As soon as I saw this brand I saw right through it and the market its begging for, the Tik Tok 10 trends in one folks lol it has potential to make you interested by the concept but then it’s just so unauthentic it’s a little cringe 😖

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  35. Fantastic video. Your points hit so hard. You perfectly articulated everything I’ve been feeling about this brand since it came out. It has never sat right with me… and all the points you made really put it into perspective. I knew about the controversy with the OG heav3n when it first dropped but definitely feels like nobody cares anymore. But what’s so funny to me is how many people I’ve seen reselling their Heaven baby tees in such a short amount of time since they dropped. The style has absolutely no longevity or originality. People are already trying to distance themselves from the brand because it’s so played out. It tries to look ‘unique’ and ‘effortless’ but branding inevitably goes overboard and everybody has seen it everywhere and then suddenly it’s not so cool or unique anymore. And those pictures you shared of Instagram influencers going from ‘normie’ to ‘weird girl’ disturb me so much… fashion trends really suck all the life and personality out of fashion as self expression. As soon as something catches on, you become identified through a trend… especially feels this way for women. I’m tired of it!!!

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