MILAN — A match made in Y2K heaven: Heaven by Marc Jacobs and Blumarine have joined forces on a capsule collection dropping Friday. 

Consisting of 11 pieces intended to be mixed and matched to create full looks, the lineup encompasses a pink camouflage print splashed on lace-trimmed tops, miniskirts and a bag; denim separates with studded embellishments; frilly blouses and skirts in pastel pink, in addition to T-shirts and cropped tank tops with pop graphics.

“In my teen and college years, I fell in love with the Blumarine brand and aesthetic — it was the last word in feminine, aspirational fashion to me,” said Ava Nirui, creative director of the Heaven by Marc Jacobs line.

“I remember lusting after Blumarine advertisements. There was something very powerful concerning the way the brand depicted women, and I felt immediately moved by these images,” Nirui continued. “There are such a lot of parallels between Blumarine and Marc Jacobs, then and now, and I believe this collection makes total sense for each of us. I really like the best way Nicola [Brognano, Blumarine’s creative director] and his team interpreted Marc and the Heaven brand codes in his very Blu way.” 

“Each bit of the capsule is a gem and truly reflects today’s spirit, balancing ease and coolness in probably the most feminine and lighthearted way,” Brognano echoed.

A dedicated campaign capturing the spirit of self-expression of each brands was also developed with artist Petra Collins as photographer. A forged of young models styled by Lotta Volkova dons the gathering in a highschool, further amplifying the youthful energy of the gathering.

The capsule is carried exclusively at Marc Jacobs and Blumarine’s e-commerce platforms, on the Heaven stores on Fairfax in Los Angeles and London in addition to on the Dover Street Market locations in Latest York, L.A. and London. Prices range from $95 to $395.

Heaven is Marc Jacobs’ polysexual collection, which originally launched in September 2020, drawing upon the multifaceted impulses of the characters who’ve made up the Marc Jacobs universe previously 30 years. The primary retail concept for Heaven by Marc Jacobs opened on Fairfax in 2021 and carries a full assortment of clothing and lifestyle products, while the second unit in London’s Soho district was unveiled last March. 

Heaven operates on a monthly drop schedule with special collaborations. For spring 2023, the brand created a special capsule collection in collaboration with multiplatinum Grammy Award-winning brand Deftones and streetwear brand Stray Rats. Earlier this yr, Anna Sui, who’s an in depth friend of Marc Jacobs’, also reimagined the fairy wing from her spring 1997 collection as a limited-edition reissue for Heaven by Marc Jacobs.

As reported, Sky Ferreira, Steve Lacy and Nicki Minaj are amongst the celebs who fronted the brand’s campaigns over the past couple of years. Last April, it was the turn of the Bronx, Latest York-native rapper Ice Spice to be featured within the spring 2023 Heaven campaign, which also included Lil Uzi Vert, Paris Hilton and Michèle Lamy.