How Marc Jacobs Ruined Heaven

[@Zerveey.]

"This is the MGK of fashion brands" 💀

[@lucaswilson1822]

why he puting peep in the photos tho

[@fashionlover4]

@@lucaswilson1822 Cuz mgk started copying peep's style

[@Hannah-qe9si]

I worked as an intern at Heaven and it wasn't really Marc and more so Ava who is to blame for this. The level of creativity at that place is zero and they really rely on unpaid interns, influencers (who get paid in clothes lol) and celebrities to market the items. I knew someone who's role was to literally find and go through the work of "niche small designers from Asia" and emulate their work. I won't even get into the factories that make these clothes. It was crazy

[@wdjkncvgdfsbyt34jgvi]

Not surprised, half there stuff looks straight off taobao or is a direct copy of niche 90s japanese brands that are impossible to find references for but if you know you know! I modelled for them and was never paid, payment was meant to be clothes and they snubbed us all except one model whos payment was a random tee in a random size

[@lordtette]

I'd like to know more about the factories. I've heard of smaller artists work getting stolen.

[@hisillyrabbit]

wow

[@Mgdr2011]

👁️👄👁️

[@zeynepozcan5247]

How did u got the job

[@BroeyDeschanel]

Great video! Fashion subcultures are distinct for a reason, and the second we start mass producing them we erase the sense of community that is so integral to them. And thank you so much for emphasizing the importance of hunting for items to develop a distinct style. I've been seeing this trend on TikTok recently where a girl will post a video of herself in a basic grey tank top and all of the comments are like "where is the top from???' as if you can't find that anywhere. And then when people don't share with the masses exactly where their outfit is from, they're accused of "gatekeeping". There just seems to be no work put into finding your own stuff anymore. We've added a whole new level of "cult value" to what is essentially basic, mass produced clothing.

[@vibin9476]

fr big brands will find anything to capitalize off of and then the substyle loses the creativity that made it so special

[@ethan2k297]

But like why are you so old and mad? Just let gen z enjoy fashion?

[@ethan2k297]

Also he forgave galliano?? Cringe??

[@yoshikitte]

@@ethan2k297bro what

[@ethan2k297]

@@yoshikitte ur white cringe

[@SomaliaPark]

In a strange way when heaven first started it was very fresh and actually felt authentic to what it’s aspirations were and I remember being excited about seeing one of the “main” corporate brands shining light on niche subcultures and influencers I liked. But then it started to fall off completely because every collection they literally just resell the same thing and change the color 😭

[@fashionlover4]

I agree, it started out with a lot of potential!

[@s.aintgabriel]

throw back to that picture of uzi wearing the heaven ringer

[@emilysmall6885]

The prices have gotten a lot higher too

[@mela6885]

There was never anything authentic about it. It was just rip off y2k/90s japanese street fashion

[@recordhigh]

right

[@AmberZarate]

I think you'd also find it interesting that the stores resemble Tavi Gevinson's project "Rookie," that was started in the 2010s.Rookie was an online based magazine for young women, poc, as well as any person who identified through a dreamscape lens. A lot of rookie's aesthetics were nostalgia based, [not much differently], than heaven by Marc Jacobs. Rookie's nostalgia was based in the 60s/70s aesthetic as well as drawing inspiration from subversive political ideologies from the late 80s-90s like feminism, pro-choice, pro-lgbtq etc. Heavn by Marc Jacob is no different as it also focuses on "subversive" nostalgia. They say history/fashion are cyclical and I believe that Heavn is just a more manufactured version of Rookie for the 2020s. Because as opposed to the 2010s when we saw the rise of feminism, girlhood, lolita culture etc now see the emergence of queer communities becoming more openly talked about (therefore it becomes marketable)> from an outsider's perspective as I've consumed both Rookie by Tavi and Heavn by Marc Jacobs it always seems to loop back into preying on a sense of "missing out" to teenagers (13-18+ years) who have yet to even experience a life they can call their own. Both Rookie and Marc Jacobs have a fascination with girlhood (their use of Sofia Coppola's work speaks for itself) and I feel through the emergence of Tumblr, directors like Gregg Araki were able to become marketable as they exposed the underbelly's of teenage hood, emerging adulthood, and what it feels like to be consuming while living in a capitalistic hell hole as well as trying to figure out WHO you are while consuming. A lot of these themes are also focused primarily on American Teenage experiences [football bleachers seat class photo], plaid skirts, button up uniform-esque shirts etc, as well as the movie references [which heaven likes to juxtapose with japanese movie posters]. A lot of this type of imagery can be traced back to Tumblr blogs dousing their feeds with screenshots of band interviews and in subtext it would be in japanese for aesthetic. During the 90s fashion started taking inspiration from real people and started appropriating garments commonly worn by lower social economic people in Washington [flannel, rip jeans, dirty boots, layered clothes] began appearing on the runway, most notoriously through, none other, Marc Jacob's 1993 Perry Ellis show. I feel a lot of the photography also references these Petra Collin'sesque dreamscape [like her book with Alexa Demie] [heavn's latest shoot with Pam Anderson, Video's with bladee and other celebrities in fantasy worlds], Petra was also a main contributor to Rookie Magazine. A lot of this evidence is just uncanny and some of the thoughts I've been sitting on for a minute, I do not wish to offend anyone and feel free to add or take away anything from this comment. Rookie mag is still archived online at rookiemag.com they also held a show at space 1520 in 2012?2013? which can be found on KZbin if googled "Strange Magic" Thank you again for your time!

[@fashionlover4]

Wow, you were right, I did find that interesting thanks for sharing!

[@hanawana]

thank you!

[@R34G4N]

this this this!!! hit the nail on the head

[@annward7794]

Tysm for writing all that out!

[@marcelinazeligowska2733]

I love this comment. You ate 💝

[@Sophie_Pea]

@10:46 - “mainstream weirdness” is absolutely spot on, and such a good descriptor for so many things. I feel like when a lot of people say they’re into weird fashion they mean things like this and things that are ig “socially accepted” as weird. But if they see something new, that hasn’t really been done, that’s actually weird, they don’t like it. It’s just another trend, and that doesn’t necessarily stop it from looking weird per say, but it does take a bit of the uniqueness out of it and just make it another trend

[@ethan2k297]

Or people actually do just like weird fashion but are inexperienced and therefore a mainstream collection like heaven is gen z’s first introduction to fashion? And maybe you should stop coping as a millennial and let kids enjoy shit?

[@Sophie_Pea]

@@ethan2k297 I’m literally gen z myself lol. Maybe don’t assume gen z/young people don’t know much about fashion or sub genres

[@ethan2k297]

@@Sophie_Pea he forgave galliano so hes opinion is trash & so is yours 👍🏼👍🏼👍🏼

[@Sophie_Pea]

@@ethan2k297 okay

[@alecal98]

Heaven was also the name of a nightclub in London Marc frequented. All of the prints u showed in this video were designed by artists!!!! An Asian designer, Eri wakiyama, also made the artwork behind the so-called “cheap remake” dress @4:57 :// & she was so proud of it! She’s been making art with those doll motifs her whole career. (& like 90% of the jewelry is designed by artists too)

[@rainkid5226]

❤

[@fashionlover4]

I acknowledged that I don’t think that MJ was copying Heav3n’s name on purpose and had his own reasons for the choice of name, regardless it doesn’t mean that he can use whatever name he wants because he came up with on his own. It just lacks awareness or care of anyone around you and now MJ has delegitimised OG Heaven as more people know MJ’s version. I think the same can be said for Eri, I don’t mean to diminish her work but it’s just ignorant to not notice the resemblance between the specific dress that heaven released and issey miyakes release. She is probably influenced by that work and it’s more a matter of opinion whether you think it’s for you or not. I personally dislike it. I also acknowledged that Heaven works with many artists from this niche but I dislike how heaven gets the main focus rather than the artists themselves but I understand that again this is more my subjective opinion and is up for debate. I appreciate Heaven for putting on these artists but I would rather go and buy directly from these people than through their work with Heaven and I think the artists would also prefer that.

[@rainkid5226]

@@fashionlover4 good response happy I found ya channel personally i quite like heaven but it’s great to see videos like this

[@simplyshama]

oh yeah, Heaven is like the most well known gay club in London

[@espeon871]

@@fashionlover4 yeah but she drew it so it may be inspired but is still original as in the print is, so its not really a copy more like an inspired piece. I love ur channel and ur takes a lot but i think maybe u were wrong to call it a copy when its more an inspired piece. Agree w ur all of ur sentiments tho.

[@thesahel7218]

Heaven is soulless. Its like an AI put a brand together

[@Devananta-Rafiq]

Wow that's makes so much sense

[@samjaneczek9570]

What's funny is people might actually be interested in clothing designed by an AI because of how weird it could get. These pieces feel like the "Hello fellow kids!" watered down versions of subcultures.

[@baldbicth123]

@@samjaneczek9570 exactly! I actually think an AI made brand would be great to see, I’ve never really understood why everyone is so quick to speak negatively about it, I think we’re still pretty far from being replaced lol.

[@samjaneczek9570]

@@baldbicth123 I love the concept of AI doing art. I think people forget that actual people are the ones who have to set parameters and feed the system images and data. We aren't going to replaced like you already mentioned, haha.

[@yodawg8176]

Such a corny comment. Yall just say anything you see on tik tok lmfao

[@eeeeeeea4857]

i’ve seen people critiquing heaven as marketing underground subcultures to rich big city influencer teens which is really interesting 2 think about . bc yes as a member of the subculture yes it looks cool as hell but also!! is anyone that’s actually spending the money on heaven putting in the effort to Be A Part of the Culture It Represents!!

[@hollowmoth271]

12:16 I think the animation(s) are dupes as well. From what you showed, they're eerily similar to the ones by the brand, Happy99. I even noticed what looks like one of the Happy 99 mascots in the bottom right corner of the animation (12:19 if you wanna see). Some of heavens sweaters and vests look like happy99's to me as well. Weridly enough, their pop-up shops have similar layouts and set ups but that may just be the norm for those kinds of shops 🤷‍♀ edit: ‼just learned that they may have the same animator so sorry for the confusion ‼

[@juneebuhh]

the animator (@lordstingray) is associated with Happy99

[@euseless]

they work together and heaven has mentioned happy99 on their posts before

[@lipz1399]

even if they did collaborate with the same animator it literally looks like another dupe. when i first saw it posted i literally thought it was another happy99 drop.☠️

[@sacredpre-algebra173]

Happy99 is a 2 person team that make their own designs and animations! lordstingray is not part of happy99 and has not made anything for them

[@mariamadele]

the only note worthy thing that has come out of heaven are the Kiki boots. Idk if it’s an original or stolen design but it has become a brand code and might be the only thing that will withstand the test of time as the brand fades into obscurity

[@emilyhorrocks3640]

Kiki boots were apart of Marc jacobs aw16 collection! They just re-released them in different colour ways with minor changes for heaven 🫠 but I agree only thing that’s come out of heaven that I think will hold up

[@ineso3398]

It's like he went through a preteen's Pinterest board and replicated the fashion

[@christorres7038]

Glad you brought up og heaven and fruits. Love your content.

[@ancientcrypt]

@kyfaydfsoab ur such a stan commenting on every single persons comment. grow up!

[@baebanxx6942]

I've been to og heaven a couple times and i can tell you.. it is NOT a DIY event in anyway. It's a very established event that regularly has celebs and influencers in attendance. It is inspiring and fun to see certain artists perform and look at all the cute fits but it's very much your typical LA glitzy overpriced event. People can be very shallow and more concerned with being photographed at the party rather than enjoying it. The point you're trying to make is valid, and the trickle up influence is very real. But "og" heaven is just another way of capitalizing on gen z's need for self expression, community and self realization.

[@carinnify]

LOVE LOVE LOVE this critique - always felt like something was off with the brand but couldn't quite articulate it

[@ethan2k297]

This dude forgave galliano, so his opinion is trash and so is yours

[@liky3629]

as someone who owns a couple of items, the quality is not there. i bought the lux shirt last year bc ofc i want kirsten dunst on my chest but the shirt is almost falling apart after no more than like 4 or 5 times. the plain grey baby tee that says the virgin suicides on it is forever 21 quality and fits kinda weird. i was so excited to get the items as a huge fan of the film but honestly it was a massive let down.

[@probablywhy]

i think this vid isn’t rly just about heaven tbh… u addressed a lot more than just heaven this is applicable to a solid percentage of fashion rn

[@ellamizang433]

I think heavn serves as a good small example of a larger problem

[@supersucks]

Coming from Asia, it sucks how everything we do is being ripped off. From Harajuku fashion in Japan to the new emerging niche artists from China . Most of these new items becoming trends have already been made and can be bought in Taobao

[@layditms2]

These styles are decades old you moro n

[@MFLOVEify]

Preach

[@karigrandii]

This is why you gatekeep things. To not let capitalists capitalize of subcultures.

[@hamchau1468]

no offense but subcultures are mostly weak suburban attempts to be a rebel or whatever lol.

[@branthlysauveur359]

Yh… maybe gatekeeping is okay

[@soggygrapes7133]

you worded my thoughts exactly !! i got pretty into heaven bc of the fruits magazine influence, but the recent designs are so uninspired. super interesting perspective and well said brother 😁

[@makaveli.mp4]

i was discussing this with friends over the past few weeks and you articulated a lot of what i was feeling and backed it up with OG Heaven which i hadn’t known about !! so thank you! keep going!

[@ethan2k297]

This dude forgave galliano, so his opinion is trash and so is yours

[@wearlucinda]

I like how you didn't just point out things you dislike about the brand, but showed counterexample that actual do it well (like the og heaven live shows, the robert pattinson GQ editorial...) and I agree, I don't like how "the DIY ethos" has been completed coopted and just made about celebrities. And owned by LVMH! lol

[@btwnthemetal]

You said it so perfectly!! Especially with Lulo’s heav3n I’ve been waiting for someone to say it too!

[@smellylorenny]

Fantastic video. Your points hit so hard. You perfectly articulated everything I’ve been feeling about this brand since it came out. It has never sat right with me... and all the points you made really put it into perspective. I knew about the controversy with the OG heav3n when it first dropped but definitely feels like nobody cares anymore. But what’s so funny to me is how many people I’ve seen reselling their Heaven baby tees in such a short amount of time since they dropped. The style has absolutely no longevity or originality. People are already trying to distance themselves from the brand because it’s so played out. It tries to look ‘unique’ and ‘effortless’ but branding inevitably goes overboard and everybody has seen it everywhere and then suddenly it’s not so cool or unique anymore. And those pictures you shared of Instagram influencers going from ‘normie’ to ‘weird girl’ disturb me so much... fashion trends really suck all the life and personality out of fashion as self expression. As soon as something catches on, you become identified through a trend... especially feels this way for women. I’m tired of it!!!

[@smellylorenny]

@kyfaydfsoab I'm literally talking about Heaven's appropriation of the style. My comment is based in my dislike of Heaven's blatant ripping off of Japanese youth street fashion. I'm agreeing with the points in the video which is literally that. I have an immense amount of respect for the style that young Japanese kids carved out for themselves in the 90s. What I DONT respect is rich white fashion designers picking it up and trying to resell it to young people, with no respect for their autonomy BEHIND the fashion. The whole point of the style is DIY.

[@lordtette]

Did the resellers say that or were they re-selling to make money?

[@musa9219]

It really upset me how bad they did the Bladee collab as well man heaven really fucks with me

[@musa9219]

@kyfaydfsoab hahahahah😭

[@Optizy]

this videos beautiful, i found myself liking heavn and i was so baffled by this title but you explained why you disliked it perfectly and now i can see the perspectives against it

[@caisagrace]

i've never even heard of this brand lmao i was like wait... marc jacobs ruined heaven?? what's next, he'll ruin hell too? lol awesome video though, i love your take!!!

[@arisumego]

Thank you for this video, I stumbled upon this brand and was on the fence about it for various reasons and you confirmed that it’s just another nefarious industry sack of shit

[@ethan2k297]

This dude forgave galliano, so his opinion is trash and so is yours

[@arareanddifferenttune3130]

That is insane that misspelling Marc Jacobs’ name with Sharpie on what looks like a Gildan white hoodie led to this (Edit: Not discrediting how talented she is with her other stuff. I guess I just don’t understand fashion sometimes 😅)

[@tengoodquestions]

Who remembers that woman on hypebeast who would comment her blog about being taken advantage of by mark jacobs. Every mj post she would comment on religiously

[@gab_luc]

your name is michael???? i thought it was fashionlover4

[@sagelands]

Marc Jacobs feels so late to the Y2K trend and ripping off inspiration that has been innovated by real artistic pioneers like SOPHIE, Shygirl, Sega Bodega, PC Music, Hannah Diamond etc in music and fashion

[@friendliestbug]

MARC JACOBS IS LITERALLY FROM THE 90's/2000's !!!! NONE OF THEM ARE LOOOOOL THOSE PEOPLE ARE RIPPING OFF Y2K NOT MARC JACOBS

[@hannahlou3406]

Heaven really is just a more expensive UNIF at this point

[@lilclout9798]

Babe wake up Bob Dylan uploaded

[@heavenleigh8183]

thank you for making this video, i always loved the idea of their work but when the time came to buy them i always had my reservations. im happy to finally know why and i hope OG heav3n gets justice.

[@Sam-gi7zf]

DAMN and charli collabing with heavn recently 😵‍💫 after she had connections with heav3n

[@djdjfzhhfd1671]

I APPRECIATE UR TAKE ON THIS SM.

[@simplyshama]

it's giving urban outfitters! they should hire people from the communities they are trying to replicate.

[@marvinraphaelmonfort8289]

i have been personally victimized by regina george, i mean marc (or his team but command responsibility) where can i send u a dm of pic proof of a design of mine copied by them?

[@abysses]

i’m here for the bladee thumbnail

[@Gilbertify1]

Heavn is powered by a modeling team with a combined BMI of 6, and it’s just neon green and pink crop tops.

[@LilRosieBear]

crazy to see those kinds of clothes for 300 dollars when the aestethic is cute thrift store find

[@friendliestbug]

Idk what thrift stores you have but there's nothing like that at mine

[@Dajuanvisionary]

Always appreciating your perspective

[@fstvguse]

I can’t wait for the kiko book 👀

[@cielopinkman920]

my eyes have been opened

[@leaokii]

as a ~j fashion girlie~ i was excited when I first saw this brand, because i though this would encourage more people to dress a bit more quirky. maybe with an emphasis on thrifting or repurposing. but as usual with high end brands, people just buy it cause they saw it on bella hadid and then move onto the next thing.

[@meowcat712]

Somehow the quirkiness feels manufactured ?

[@easyyeye]

13:13 pretty sure just the idea of beauty has always been at the forefront. Things like da og heaven r underground to da highest degree.

[@fabsabx]

It’s giving hysteric glamour, angel blue, and just overall Japanese clothing brands

[@cmulo]

Really glad I found your channel! Not finished the video yet but I agree with literally everything you're saying!

[@tomvs4914]

this video was so interesting and mind-clearing to me because i used to think i liked heaven, from the few pictures and ads i had seen; but the more you showed pictures, editorials, pieces, and the more you spoke on it, the less interesting the brand seemed, and the more painfully bland it felt. it truly just feels like a corporation ripping off the gen z y2k-ish aesthetic in a very very visually precise way, but with absolutely ZERO soul.

[@orly005]

finally someone points out how Marc Jacobs pretty much stole OG Heav3ns concept even down to the "heaven" parties like come on bruh...

[@R_S747]

I feel so bad for OG heav3n :( sucks to directly have your ideas and hard work stolen and leeched off of by big brands

[@8ddn]

Wow, I had no idea

[@nzzimi]

me looking into the brand before I go to their Madison Ave location just to be discouraged by their money grab 😞

[@mariaogarkova3788]

Hey you have some good points, but I really dislike shitting on the animation by Lordstingray, he makes really cool original stuff

[@noralie3295]

omg i didn't know you listen to sophie etc! that's so cool. i agree with you on the new rina album tbh :(. Thanks for this video lots of stuff i didn't know abt!

[@gothamcat]

To be very real,Heaven by MJ kinda just reminds me of a more $$$ UNIF from the early 2010s 🤷🏻‍♀️

[@bananakiwivlogs]

Not you being disappointed by Rina's album! 😭

[@deanmarshallshalabi]

fantastic critique, would love to hear your thoughts on online ceramics!

[@tomorrowilearned8471]

Great analysis...very nuanced...and I had no idea that there was an OG heaven...new subbie :)

[@lp3397]

love your videos. appreciate the research and rigor. good shit pls keep it coming

[@katejunita8353]

I'm hooked on your channel!

[@0.0056]

I agree, Heaven by Marc Jacobs does not have a true identity. They’ve made some cool pieces & their collaborative stuff are pretty solid but it’s overall just trendy atm and will definitely lose steam if they don’t go in a different creative direction.

[@Sleepowder]

Even as much as it might be a cash grab, it’s still giving the underground a platform to collab with. Alot of good artist get the spotlight.

[@aubreyjames8795]

I love watching trendy culture devour itself. So satisfying.

[@lordnermal4361]

Very well put, dope vid

[@eaba1846]

someone send this to drew and enya asap

[@Sew_OzzyWar_Made_This]

Aaaaaand now I need to look for that video about editorials 😅

[@rainkid5226]

I remember the whole controversy with when heaven just took lulos brand side note it’s so dumb for people to just wear shit for trends man if you trend hop incorporate it with your style I still wear pieces from 2016-18 sure it’s not trendy now but so many people I run into comment on what I am wearing and ask where I got it from

[@nrrxb0i706]

what is that catwalk you show in the bground. id please

[@sj7824]

I love how your youtube channel name is "fashionlover4" reminds me of old youtube

[@VeilOfMizery]

I see them emulating the fruits style as ironic because the head of fruits magazine apparently hated brand focused styles.

[@Sciencef1ction]

Whilst very boring I’m ultimately fine with the void space marketing and over saturation of motifs like the double headed bear, I think the day they began putting there clothes on celebrities and marketing the Hollywood “lifestyle” is the day I stopped paying attention, it admittedly left a terrible taste in my mouth.

[@Andre-md1oh]

such great insights. i blindly loved heaven but this is such an interesting take which changes a lot

[@midwestcyborg01]

I've always thought that Heaven was up to some sacrificial shit for how targeted their *niche* was.

[@ladyluckjules]

Some people were commenting how they think the jewelry is drop shipped

[@human_wreckage]

Honeylambs did the two headed teddy bear before Heaven did too.

[@LUVRG1RL]

it looks like expensive shein clothes

[@sarakatina6528]

Okay, but the kiki boots

[@sagealexander5037]

money cant buy subculture

[@aninhabraun]

u said all I've been thinking!!! 🥺

[@yvomoore]

I can't explain it, but you look like a Micheal, if I saw you in the street I'd say your name was definitely Micheal

[@MingusDynastyy]

His name is Michael. He's my wife's bf

[@jackdawson5490]

great video, bob dylan

[@ohokay8392]

I have absolutely no clue what any of this is but I read the title as Heaven referring to the biblical Heaven and wondered how Marc Jacob ruined that lmfao 💀

[@grantboyer3529]

okay…… but it’s still drippy

[@kushblazin4393]

i see bladee, i click

[@upvoted893]

It’s the way for rich lazy fashion wannabe trendy ppl to buy a shortcut into “having” a personal style without having to go find in thriftstore/wear old clothes.

[@hiwelcometochillis2579]

All designer fahion that try to be cool alternative is like that(rich lazy wannabe), and thrift shop fashion are rat people stealing crumbs

[@hailey5687]

“It looks like something you want to be a part of, but it’s just not…. giving (lol)” yes exactly!! I was trying to figure out why this brand felt so…off to me. You did a really good job explaining how this brand is trying to mimic a certain “vibe” but instead ends up as a watered down version of it. Like u said, it just feels like it has no soul behind it. However it’s really cool to see the story behind heav3n!! It sucks though that they’ve been overshadowed by heaven (by fart jacobs).

[@jadablack121]

fart jacobs YASSS

[@ethan2k297]

I can smell your social security checks, why don’t you just let gen z enjoy fashion?? millenial cringe?

[@golden9131]

i agreed w everything u said in this ! ur video also reminded me of unif which was popular back in the late 2010s for very similar reasons to heaven (jus instead of being y2k inspired it was much more 90s inspired ) and it's pretty much almost completely vanished from relevancy post 2019 ! like it was really only popular for a good four years (at most), so i see heav3n going down a very similar path as unif buttttt i also feel like since heaven popped up almost immediately after unif fell off, it's quite likely that there will be *another* overly priced, easily thriftable or diy-ed, unoriginal/stolen brand popping up right after heav3n's demise :( so i feel like the lesson here is Don't Trust these Brands lollllll

[@1chigo5]

FACTSS i was just thinking about this the other day omg

[@CalpicoPeach]

unif fell off because the owner was caught buying 90s clothes on depop and the recreating them and then denying they were revivals/recreations of deadstock-dead brands + some weird posts they made while black lives matter protests in 2020 (i was going to say 90s trends died but not really ? )

[@wdjkncvgdfsbyt34jgvi]

Unifs become super popular again recently! I feel like their situation is a little different, they are actually family run ( mother and daughters team i believe) and the clothes they where caught copying where mass produced catalogue designs from the 90s, still not great but i feel its a little more forgivable as its basically like copying an old clarks design or smth than heaven level of culture vulture! if this is something interests you you should check out how p much all current alternative shoe brands (demonia being the main villan!!) are complete knock offs of 90s defunct brands!! Really hope that didnt come across condisending, really find it very interesting!

[@laila6253]

omf yaaa i remember unif.. it disappeared as soon as the pandemic started

[@CalpicoPeach]

@@wdjkncvgdfsbyt34jgvi yeah! not againstit but it's just weird how they deny they aren't recreatipns like 😵‍💫😵‍💫😵‍💫😵‍💫

[@roryalexanderm]

they never sent me my heaven bladee bracelet so if i ever see marc irl its on sight. but instead bought a nicer bracelet from a smaller brand

[@rainkid5226]

Wait really ? And you were charged I got my bear necklace was abit delayed but in the end I got it

[@roryalexanderm]

@@rainkid5226 got a refund in the end but it was around a month of "sorry we havent shipped your item yet" emails

[@rainkid5226]

@@roryalexanderm damn that sucks to hear wtf

[@boyliferyan]

I remeber finding out about this brand from uzi back in 2020, not batting an eye, and then rediscovering in early 2021. been consistently buying from here and ngl you made some valid points and I should reconsider my purchases. Most of the stuff I bought were just the cheap, brass jewelry with funny designs, and only few clothing pieces. I feel like u defintly opened my eye to how this brand was just aimed at consumers

[@AnonYmous-tr4cu]

If your clothing choices changes based on KZbin instead of what you actually like idk if style is really your thing lmao

[@boyliferyan]

@@AnonYmous-tr4cu i still like this style, but im going to look for alternatives? i said i was going to reconsider my choices not my style, from the getgo it was apparent that marc jacobs heaven is extremely consumer focused

[@jonandsn]

@@boyliferyan nice bro, ❤

[@evilassjitnem]

buffalobang pfp

[@boyliferyan]

@@evilassjitnem love buffalobang

[@MRR-mw4rv]

I definitely had the same thought when it comes to the trend surfing. What will happen once y2k is done and over with? I do have one necklace from Heavn that I honestly like and enjoy and I feel the quality is good, but I agree their clothing is unappealing and you can just buy early 2000s clothes at thrift stores. I don't really get it. Sad to see OG heaven doesn't have a store anymore, I would have loved to support them

[@sandtanmaroon]

After y2k it’ll be late 00s core.

[@MRR-mw4rv]

@@sandtanmaroon a dark time if you ask me 💀 late 00s/early 2010s sounds like an absolute nightmare to me, but I guess that’s a sign of me getting old

[@ethan2k297]

This dude forgave galliano, so his opinion is trash and so is yours

[@JstnH]

“Fashion should be the result of living your life” i love that

[@aidancore1432]

Working manual labor did so much for my fashion sense lol

[@ethan2k297]

This dude forgave galliano, so his opinion is trash and so is yours

[@3nyx]

There’s no soul behind the eyes of heaven. However, if there stuff was affordable I’d probably buy a T-shirt lol. Can’t believe there’s an OG heaven, are they not embarrassed. Thanks for sharing ❤️

[@3nyx]

@kyfaydfsoab I used “OG” so you know which one I’m talking about

[@wdjkncvgdfsbyt34jgvi]

Ive been waiting for someone to bring this up! I feel uniquely equipped to talk about this- having been deeply invested in japanese street fashion (in terms of collecting, being part of the community on/offline and researching) for about 10 years now, and i also modelled for heaven when they first dropped (weirdly nervous to comment so ive changed my name) I feel like their direction is all over the place in terms of target auidence and even just the vibe. I was intrigued by the concept at first, before they seemed to really zone in on the jfashion 'influences' (aka rip offs but ill speak on that), at the begining when it was just marc jacobs but edgy teen and i couldnt believe it when i got the modelling gig, esp as it was more of all us models (who where all snubbed of payment ill add lmao) own styles but on the day i felt like the clothes where actually just.... boring? And they had to change all of our styles a lot to fit the peices in, like it was more the name and concept that was exciting and not the clothes. As i said that was the very begining, and now theyve changed a lot to take inspo from japanese street fashion but i will tell you as someone whos been into this for a decade, they are knocking off so many now defunct brands and relying on the lack of public knowledge of them/lack of english online resources to get away with it. The two-peice gray and white lace skirt tank set they just put out is a bat-su knock off, but unless you have a knowledge of this now defunct 20 year old japanese brand you arnt gonna know that, since a english google search wont bring up anything. Same with all there printed denim being a hysteric glamour knock offs. But their creative team does know, they source all these old japanese brands to sell on the vintage/archive rack in the shop in LA, obviously they are just taking ideas straight from there. I mean they even had the original photographer of fruits magazie shoot one of their campaigns so they are just copy pasting the entire feel but in the most synthetic feeling way I think the idea that harajuku in the 90s/2000s was a DIY free for all is a bit of a misunderstanding, a lot of the brands from then including what ive mentioned actually are lower-end designer themselves and around a similar (although a little lower) price point to heaven- so when i see the argument that heaven culture vultures this cheap DIY punk thing and repackages it for 10x the price thats where i disagree slightly, as i feel the case of brands being truely DIY or independent when it comes to 90s japanese brands is small (ofc theres a bigger case of indivuals making there own peices but im just talking about brands). But what really makes the difference is the spirit, ignore pricing and these where still smaller niche brands with their own fully unique aesthetics creating trends that have stayed iconic until now. Also its fucking marc jacobs. It isnt some undergound young designers with there own brands its a million dollar huge fashion house, its not relatable and no amount of quirky marketing or weird tie ins/collabs can change this! And thats why its such a pass take, annoying rich people ripping shit off of people who where actually creative and original putting 0 effort in for other rich to buy to look cool. I agree the whole 'clothing editoral but the model is a random slightly fringe celebrity from 10 years ago!!" thing is so BORING If you like heaven and what to support people who actually care about street fashion just buy japanese vintage from resellers who care or buy from university student brands on taobao (where im also very sure the other 50% of their inspo comes from)!

[@fashionlover4]

Wow, thanks for your insight that was a great read!

[@0x0x0x0]

where do you think this idea that the harajuku scene was this DIY punk grassroots type of thing came from? because i swear it’s the opposite just like you said, brands like 20471120 weren’t cheap at retail price or anything. i think maybe people are getting confused by the punk aesthetics that harajuku fashion borrowed, which led people to think that harajuku fashion was some DIY shit

[@wdjkncvgdfsbyt34jgvi]

@@0x0x0x0 i think the same, like a lot of old snaps amongst people wearing designer pieces theres so many people wearing things theyve mad themselves that it got muddled down the into the idea that the whole scene was diy/cheap

[@ethan2k297]

Yeah but bro forgave galliano so cringe no one cares

[@rosieevans8960]

I knew Heaven was a con, when I saw that their £300+ machine intarsia knit jumper was made from acrylic yarns, that jumper would have cost nothing to produce and won't be wearable after a few washes but will sit in landfill forever. Really sad that high end 'counter culture' brands have the same production and manufacturing as fast fashion retailers

[@katiemarieee98]

What if Marc Jacobs is trolling us and actually meaning to comment on hyper commodification of subculture, celebrity and instagram culture and over-consumption... but I don't think that's the case lol

[@lipz1399]

I would much rather this than it being unironic 😭😭

[@kevins7627]

My teacher at fashion school was telling us about how she hated heaven by Mark but because she thought it wasn't going to work for him sales wise. Before I saw this video I thought people were eating it up but I guess not.

[@ethan2k297]

This dude forgave galliano, so his opinion is trash and so is yours

[@chroma-agogo]

I think you might be over-romanticising late 90s Harajuku a bit. Sure it was more grass roots and creative, but was also a reflection of the hyper-consumerist culture of Japan at the time (and now), and many of the kids featured in magazines like FRUiTS became “influencers” before social media existed. The scene was also largely made up of middle class kids with plenty of disposable income, buying stuff off the rack to achieve whatever look they were going for. Celebrity culture at the time in both Japan and the West was also pretty much just as bad as it is now, but with different media perpetuating it. When Shoichi Aoki of FRUiTS was commissioned to make a lookbook for Heaven’s launch, it didn’t seem cynical for these reasons.

[@chroma-agogo]

*Harajuku brands also historically have the same price point (or a little below) as Heaven

[@fashionlover4]

Good point, I've recently read the book ametora and have become more informed on Japanese culture around fashion and what you're saying reminds me of various eras in Japanese fashion which was also hyper consumerist and made up of rich kids, thanks for your comment!

[@scorpionwarrior9179]

Heaven has that vibe of rich kids -trust funds- tryna be like the cool/popular UG kids but misses the point of being DIY BROKE aka resourceful bc they off the rack and lack any sense of persona besides surface features...