One of the most interesting traits of Generation Z, especially from a fashion point of view, is the nostalgia for more eras never really lived. It starts from the 70s and reaches the 2000s, with particular attention to streetwear and subcultures that have continually inspired even the most institutional fashion. The so-called effect Bubble Up, as the sociologist Paul Blumberg would define it, which today undoubtedly represents one of the keys to success of the big names, in reference to their fresher target.
And this, Marc Jacobs, he understood this well, launching the line Heaven last September: a special collection linked to the aesthetics of Gen Z and his non-binary and gender fluid values, celebrated again in the advertising campaign for Spring / Summer 2021.
The series, immortalized by Harley Weir, perfectly reflects the generational leap that characterizes the youthful references, making the protagonist – among others – an icon of the late 90s and beyond: Brian Molko, lead singer of Placebo and emblem of the gender fluidity of the time. With his androgynous looks and make-up that have always and deliberately wanted to break down the boundaries between masculine and feminine, the frontman is the ideal face of the Heaven line. Wearing, moreover, a T-shirt with a glittery writing – more 2000s than this one can not – which defines him Stunt Girl.
To keep company with Brian Molko, another legendary figure of the same period, Kate Moss, to then leave room for the representation of those to whom the Heaven line is mainly aimed: in the photos of the campaign we also see the daughter of the supermodel, Lila Moss, and Jude Law’s second child, Iris, followed by young artists of the caliber of Rex Orange County, Lily McMenamy e Georgia Palmer. The clothing and accessories are a riot of pop and naive details, such as sweatshirts with teddy bears and cartoon characters, in contrast with tops and tight dresses of more alternative suggestion, with a touch of indispensable kitsch. In the gallery, all the images of the Heaven campaign for Spring / Summer 2021.
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