Ethel Cain and Ice Spice Star In Heaven by Marc Jacobs' Spring Campaign
Inspired by 90s subcultures, there is no denying that Heaven by Marc Jacobs is steeped in nostalgia. You only have to go to the newly opened Heaven shop in Soho with posters of The Virgin Suicides and The Blair Witch Project lining the walls and Sonic Youth soundtracking the shopping experience as proof. Still, that doesn’t mean the brand isn’t equally inspired by the tastemakers of tomorrow, which is why they've plucked today's rising talents to star in their spring 2023 campaign.
Dubbed 'the Princess Diana of hip-hop' by her legion of fans, Ice Spice has been making waves in the last year with the release of her EP Like...? and instant earworm 'In Ha Mood'. In the ultimate transatlantic crossover, the Bronx rapper recently featured on UK artist and fellow Heaven by Marc Jacobs muse PinkPantheress' 'Boy's a liar Pt. 2'. The empowering heartbreak anthem gained traction on TikTok before peaking at number three on the Billboard Hot 100.
The princess of hip-hop is joined by indie queen Ethel Cain who has equally been making waves in the music industry with last year's release of Preacher's Daughter. Growing up in a southern Christian town in Florida, Cain's dream-pop sound heavily references church choir with subversive lyrics questioning everything from religion to the American dream. The nostalgic 'stuck-in-the-suburbs' appeal of Cain's lyrics with her southern gothic style has made her a favourite amongst fashion circles. The musician previously starred in Givenchy's A/W 22 campaign shot by Nick Knight and most recently walked the Miu Miu A/W 23 show at Paris Fashion Week.
The two rising stars are joined by a crew of more established acts, including Lil Uzi Vert, Yves Tumor, Liv Tyler and Michèle Lamy. Each celeb was shot separately in Los Angeles by Gen-Z's favourite image-maker Harley Weir in a variety of scenes from hotel beds to the desert at dusk. Consider the campaign just as ecclectic as Heaven itself.
