Marc Jacobs is launching a “polysexual” collection. Facebook Google Instagram LinkedIn Pinterest Tumblr Twitter Viadeo Vimeo YouTube Back to home page
The American brand is now unveiling Heaven, a gender-free line confirming its desire to reach a younger audience.
Heaven: targeting and authenticity.
Focus on the younger generation. After having recently created its The Marc Jacobs line on a more accessible price positioning than that of its runway collection and launched its own looks on Animal Crossing, the house is inaugurating Heaven, a self-proclaimed "polysexual" line, in reference to the attraction towards multiple genders and/or sexes.
If the initiative tends to echo with a generation Z fed on genderfluidity, the approach is also part of a continuity, that of inclusiveness so dear to the brand founded in the 80s and committed, in particular, to LGBTQ communities. “Heaven is a world within our brand universe,” says Marc Jacobs in a note of intent. "This line extends the momentum in which we have always been part of, that of bringing together creativity and doing things with integrity, respecting the spirit in which we founded this company" he specifies while emphasizing the relevance of this vision in today's society. It will be understood: by launching this project, the brand intends to bet on the concordance of values with its target, while insisting on the authenticity of its positioning.
A position between past and future.
“Poly” for “several” therefore, like the team with which Marc Jacobs surrounded himself to imagine this project. At his side, his collaborator Ava Niuri – known for his misappropriation of logos – or even Shoichi Aoki, founder of the Japanese streetstyle magazine FRUITS, at the origin of the lookbook.
"Poly", like the diversity of the creations that make up this collection, between ready-to-wear pieces, hangers, pillows, stuffed animals, rugs, posters, barrettes... A universe with youthful accents that combines references from alternative movements such as grunge and techno and also includes art books, vintage magazines, VHS tapes or even CDs as so many physical testimonies of an affiliation to these subcultures.
"Heaven revolves around the spirit of Do It Yourself, the very spirit that connects subcultures around the world and recontextualizes them for the new generation" explains Marc Jacobs. The logo of this new line, itself, is not insignificant: this two-headed teddy bear - evoking "the freedom to assume its many facets and the eternal romance in evolutionary forms" - was inspired by an image of Katie Grand, "long-time muse" of Marc Jacobs, appeared in an issue of Dazed & Confused magazine in 1994. the justification ? – the validity of this collection. Between brand references inherited from the past and establishing a contemporary dialogue with new communities, it is up to Marc Jacobs to find the right balance.
Front page credit: ©Marc Jacobs
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