Ally Cheng

What makes HEAVEN BY MARC JACOBS attractive to Generation Z audiences with its Y2K punk appeal?

Every single piece is brimming with Y2K charm!

Marc Jacobs created HEAVEN by Marc Jacobs in 2020, a sublabel with a more distinct aesthetic than its parent label and a strong punk rock attitude. Now that Y2K is back in style, HEAVEN by Marc Jacobs is capturing the fashion industry's attention once again. In addition to fashionistas who are enamored with the Y2K trend, the Gen Z generation is drawn to its lethal allure.

A fusion of strong styles that bursts with colors

HEAVEN by Marc Jacobs is a flawless blend of 90s retro glam rock, psychedelic electronica, and modern Harajuku style, bringing together the most dazzling and eye-catching elements to create a brand-new aesthetic that is neither contradictory nor discordant.

Unrestricted imagination for fashion

HEAVEN by Marc Jacobs is in keeping with today's most popular Y2K trend, although the design deviates significantly from the mainstream. You can see the brand's rebellious DNA in the design, such as KIKI boots with cut-outs and original illustration tops.

Scarcity creates value

Another reason for people's interest in HEAVEN by Marc Jacobs is that certain things are only available in limited quantities, such as the knitted tank tops, which were originally released in 2020 and were quickly sold out and even sold on speculation. Furthermore, the limited edition two-headed bear doll made by the brand in partnership with German toymaker Steiff is a hot-selling item on second-hand shopping sites, demonstrating the brand's allure.

celebrity effect

Of course, celebrity endorsement is a huge influence. A love of Y2K style has found its way into HEAVEN by Marc Jacobs, starring celebrities Olivia Rodrigo, Bella Hadid, and others' personal styles.

Instagram@heavn, @oliviarodrigo