Heaven, Marc Jacobs’ Gen Z line, opens its first store in London.
So far, the brand has only been available in direct sales with its own store in Los Angeles, online and in the Marc Jacobs flagship on Madison Avenue in New York. There are also retailers such as Dover Street Market in New York, Los Angeles and London as well as Bookmark in Tokyo and SKP in Beijing. On March 10th, the brand will open its first own store in Europe, Heaven announced on Instagram on Wednesday. The store is located at 10 Brewer Street, in trendy Soho.
In addition to the range at Dover Street Market London, Heaven was also on the road with some collaborations in Great Britain. There have already been several models with the British shoe label Dr. Martens, and earlier this year a collaboration with London-based menswear designer Kiko Kostadinov.
In addition to their own collections and collaborations, the new London store also offers products from the bookseller Climax, who has also collaborated with Heaven, the New York brand Sandy Liang, the London brand Jerks and the jewelery brand BB.Smith.
It is not entirely clear whether the store is a long-term concept or whether it is just a temporary space. Marc Jacobs has not yet responded to a request from FashionUnited.
Launched in late 2020, Heaven by Marc Jacobs revives the aesthetic of the ’90s and early 2000s for a younger audience. Heaven sees itself as a “polysexual collection” and therefore has a two-headed teddy bear as its logo.