We're in Y2K heaven, as Marc Jacobs' brand launches a new star-studded campaign featuring the likes of Pamela Anderson, Doja Cat and Charli XCX.

The brainchild of Marc Jacobs and Ava Nirui (better known as Instagram fashion-bootlegger @avanope) Heaven is fashion’s answer to the sweeping 90s and Y2K nostalgia that looks like it’s here to stay. This season, the brand has tapped the likes of Pamela Anderson, Doja Cat, Charli XCX, Dev Hynes, and Kyle MacLachlan for their latest campaign.


Since the launch in 2020, Heaven has become a cult favourite known for baby tees, holey knitwear and teddies akin to Build-A-Bear meets Avril Lavigne. This season is no different, as highlights include ringer tops, an assortment of retro-style silver jewellery, and a series of punky stuffed toys.

Also known for the enlisting of famous faces, Jacobs’ past casting has involved Winona Ryder, with Christina Ricci the face of Heaven in 2021 and Nicki Minaj fronting the SS22 Heaven campaign. It’s no surprise then, that pop-cult icons like Pamela Anderson would be a natural pick. To celebrate the launch at New York Fashion Week, Charli XCX, PinkPantheress, Doja Cat, Yaeji, and Kaytranada are set to take over a Brooklyn warehouse tomorrow night.


Speaking on their collaboration in the Financial Times recently, Ava Nirui offered “The youth are super culturally aware and very advanced when it comes to style […] Because of the trend cycle, Gen Z happens to be very interested in a lot of the aesthetic, music, culture, films and art that is at the core of the Marc Jacobs brand.”

Marc Jacobs’ Heaven collection also includes collabs 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.


Although the website is almost always shut, fans will be excited to hear if they move quickly, all items can be found now here.

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