Marc Jacobs Is Bringing Heaven to Soho
Since he founded his eponymous label in 1984, Marc Jacobs has been the undeniable king of New York cool. A true iconoclast, the American designer has become an industry cult favourite thanks to his cross-cultural references that slide from couture to punk to his favourite bands from the 80s, 90s, and beyond. It’s the brand’s diffusion line, Heaven by Marc Jacobs, with its Y2K-inspired uptown-meets-downtown aesthetic that has captivated a whole new generation of fans. Well, now anyone can go on a Heaven shopping spree because Marc Jacobs has just opened its first standalone store in London’s Soho.
Inspired by Soho’s nightlife, Heaven by Marc Jacobs has opened its doors on Brewer Street surrounded by bustling streets and vivid neon lights. The shop itself is decked out with the brand’s two-headed bear mascot along with posters from iconic throwback films including The Blair Witch Project and The Virgin Suicides. Nodding to Soho’s sleazy reputation, there’s a bespoke peep-show-inspired sign with a model dancing in the window — wearing Kiki boots, of course.
The go-to destination for some of the best Y2K-inspired designs, the shop will be homes to the latest Heaven collections along with a revolving line-up of exclusive collaborations. The shop is partnering up with the likes of Climax Books library, Heaven I Stay, and R&M Leathers on curations of exclusive new and vintage goodies. To commemorate the shop opening there will also be an exclusive Deftones collaboration which first launched last week in New York City.
Heaven is open at 10 Brewer Street, London, 11:00 - 19:00 GMT.