Heaven by Marc Jacobs

I wanted to know what all the fuss was about. Y2K designs have flooded the market in the last half-decade, but what makes Heaven devilishly coveted? It’s a culture comprising music, art, fashion, movies, and people that define the 2000s. I felt transported to a hyper-reality of the decade that I was a part of. Cool, authentic designs that shout quirkiness in the most unapologetic Y2K appeal.

Launched in 2020 and debuting its footprint in the British capital this month, the store looks nothing short of an artsy pop-up collector’s delight. Furnished with eclectic designs and blasting with pops of colors in their decor, one is immediately transported to a nostalgic 2000 era, hitting the bull’s eye as the brand language is Y2K thematized.

Before entering the store, I looked around the neighborhood and realized that the location was spot on- ‘Soho, but make it trendier’. Off the main busy streets, this is where all the cool kids hang out, even on a Tuesday evening. On entering the store, which is not vast in size, and looks cohesive with a layout of not just clothing but adorned by quirky accessories and an eccentric range of products that define the time of times. With a visual story this strong, I wonder how often they would refresh the decor considering it might seem banal for regulars after even a couple of visits.

But, back to the collection- I’m a 90s kid, but the 2000s was when I was exploring my sense of fashion and did the collection sing to my tunes? It did, to an extent. It’s Y2K fashion (X10). That’s what the designs looked like to me. Vintage OTT. Mesh and distressed fabrics, ringer tees, hardware embellishments- there was a gist of metal, in both the collection and the music being played synonymous with it. It would be a paradise for vintage English rock band aficionados. The fact that I keep digressing from talking just about the collection shows how coherent the space felt, both through merchandise and the store environment.

The creative force behind the brand, Ava Nirui, an Australian-born & Brooklyn-based new-age designer (read: Instagram famous), purposely strives to push her wacky ideas to mirror in a fun, personal, and custom piece that she designs. The anime enthusiast who has a strong perception of vintage pop culture plays with typeface, and strong (also controversial) messages through her collaborations and ends up prodding a luxury spin to everyday objects. She has, quite successfully, infused her design identity into Heaven and molded a collection wherein archival designs are re-imagined, re-contextualized, and re-worn. The brand poses robust collaborations with friends of Marc, who share a common obsession with the OG designs.

Now, collaborations can be tricky. One of the two could either get dissolved completely and lose its essence in the collaborated designs, but that is something that these pieces have nothing to fret about. The target market is spot on and the design aesthetics to target that market is carefully and precisely appreciated. Not only does the store have Heaven’s designs, but also retails curated vintage pieces that are commercial and reminiscent of the Y2K era. The way this brand operates is slightly different from other labels as they do not focus on drops, but are more concerned with getting the right collaboration at the right time. The demand is there undoubtedly, thus, compelling Heaven to strategize so boldly. There would be a lot to look out for here and would be fascinating to see how the brand continues a compelling grip on its targeted market.