It’s a match made in grunge heaven, almost literally. Today, Bleach London and Heaven by Marc Jacobs reveal that they’ve combined forces on a recent hair dye collaboration that can make it easier than ever to live out your Gregg Araki fantasies.

Celebrating innovation and connection between the worlds of fashion and sweetness, this collection marks the primary time a luxury fashion brand has ventured right into a hair color collaboration. And the inaugural launch couldn’t feel more natural. With a love of 90s grunge, apocalyptic teen aesthetics and subcultural deep-cuts in common, Bleach and Heaven feel like the sweetness and fashion sides of the identical coin.

“I feel our brands share some DNA, with irreverent ideas and grungy nostalgic aesthetics, so when a product collaboration was suggested, we jumped at the possibility,” says hairstylist Alex Brownsell, co-founder and inventive director of Bleach. “We desired to create a color collection with futuristic tones, unlike anything we’d seen or done before.”

Ava Nirui, creative director at Heaven and Bleach fan, agrees that the gathering felt like a natural collaboration. “There are such a lot of parallels between the MJ/Heaven brands and the Bleach ethos. We’re each super focused on alternative types of self-expression and we draw from the identical subcultures/scenes,” she says.

The brand new hair dyes are available three shades: an ‘eye-popping pink’ with a metallic sheen, a luminous ‘electric green’ and a rusty ‘bloody valentine red’. Drawing inspiration from 90s classics like The Fifth Element and Ghost World, in addition to more area of interest cuts – Channel 4’s As If – the dyes represent the modern and rebellious nature of each brands. Dazed’s former editor-in-chief and founding father of Climax Books, Isabella Burley, also played a task, acting as a muse for the shade of bloody red. The formula of the dyes, which took 18 months to develop, differs from the classic Bleach London range of semi-permanent shades. With provitamin B5 and UV protection, the gathering is ultra-shiny and super conditioning, and could be used on hair whether it’s bleached or not.

“The colours Alex and the Bleach team and our teams worked on are so unique. They really reflect our collective worlds/vibes — you furthermore mght can’t get these colours anywhere else!” says Nirui. “They’re totally modern and special, and we feel lucky on the Heaven side to delve into the world of beauty because it’s a crucial a part of the general Heaven ‘look.’”

Heaven has been steadily growing its influence in the sweetness industry because it launched in 2020. Last 12 months, the brand worked with Japanese hairstylist and wig maker Tomihiro Kono to create hand-painted hair extensions and released a book of temporary tattoos with graphics designed by the likes of Harmony Korine and Bladee.

Here, we spoke to Brownsell to get an exclusive first have a look at the shades and the behind-the-scenes stories of the gathering.

How did the collaboration first come about? 

Alex Brownsell: We’ve been fans of Heaven by Marc Jacobs because it began and have loads of connections in fashion and friends who come to our salons. We’ve desired to collaborate with Heaven by Marc Jacobs for some time. Our LA stores are only not far away from one another and after we heard there was a recent Heaven by Marc Jacobs store opening near our Soho salon too, it felt like the proper time to create something together.

That is Bleach London’s first collab with a luxury fashion brand, why did Heaven by Marc Jacobs feel just like the aligned brand to work with? 

Alex Brownsell: I feel our brands share some DNA, with irreverent ideas and grungy nostalgic aesthetics, so when a product collaboration was suggested we jumped at the possibility. We desired to create a color collection with futuristic tones unlike anything we’d seen or done before. This range is more premium than the semi-permanent dyes: The formula took 18 months to develop, is ultra-shiny, super conditioning, has provitamin B5 and UV protection, all in luxury glass packaging.

Could you tell us a bit concerning the three shades?

Alex Brownsell: There has never been a hair color collaboration between a high fashion and sweetness brand before. Each shade has been fastidiously curated to represent each of us under a single aesthetic, with colors not available available on the market. The red’s a blazing rusty red, the pink has a metallic sheen and the green is basically luminous. These dyes have been formulated to the best standard and could be used on lighter hair for full coverage or on darker hair for a glossy tint, whether it’s bleached or not.

We referenced loads of youth culture from the 90s and early 00s. A few of this got here from the Marc Jacobs archive in addition to movies, zines and music: The Fifth Element, Keith Flint, Geri Halliwell, Evangelion, No Doubt, As If on Channel 4, The Tribe on Channel 5, Ghost World, Everlasting Sunshine of the Spotless Mind etc. Isabella Burley from Climax Books (who curates Heaven’s book selection too) was also a muse for the red. We desired to create something that felt fresh and almost obnoxious. The ultimate three colors really speak to that apocalyptic teen aesthetic we love.

In your personal work, you’ve got worked as a stylist and colourist for a lot of fashion labels. Where do you see the longer term of hair dye throughout the high fashion space? 

Alex Brownsell: The speed at which historic subcultures are referenced has sped as much as such a rate that by the point something’s going out of fashion as of late it’s principally already coming back. As a hair stylist, this makes my job more fun because trends move much quicker, meaning I’ll never know whether people want me cutting, colouring or making a 20-foot wig. Hair’s not going anywhere, so neither are scissors or dye or any time soon.

Do you’ve got plans to release more colors with Heaven or another fashion brands? 

Alex Brownsell: This crossover feels really special and we’re excited to see what people create with it. We’re lucky to give you the chance to be really reactive as a brand and business so who knows what the longer term will hold?

Heaven has turn into quite a cult label amongst Gen Z – in your youth did you dye your individual hair so much? What was the primary color you tried and what advice would you give to your teenage self about experimenting with hair color? 

Alex Brownsell: I actually think I’d be higher off taking advice from my teenage self than giving anything back. I grew up dyeing older ladies’ hair in my mum’s salon and just took the identical skill set and applied it to people my very own age with colors that weren’t commercially available on the time. 20 years later here we’re. The experiment’s never over. If my teenage self could see Bleach London on the shelves at Boots, CVS and Marc Jacobs I feel her brain would explode.