Review of Heaven by Marc Jacobs Spring 2024 Ad Campaign by Photographer Zamar Velez with models Solange, Ice Spice, Grimes, and Hayley Williams
Heaven by Marc Jacobs deepens its mastery of nostalgic internet dreamcore with its star-studded Spring 2024 campaign by photographer Zamar Velez.
Continuing to develop Heaven’s buzzy synthesis of Y2K nostalgia, surrealist suburban alienation, and internet subcultures, the line’s latest collection also features collaborative design contributions from Mimi Wade, Sandy Liang, Dilara Findikoglu, and more.
The campaign also furthers the brand’s practice of tapping an eclectic cast of unexpected yet totally on-brand celebrities who are defining Gen-Z internet culture, and this time around the roster is particularly stacked: Solange, Ice Spice, Grimes, and Hayley Williams (of Paramore).
Velez channels 90s film cinematography as he captures each star in dreamy portraiture across hauntological urban spaces that evoke adolescent romance and ennui. Solange poses on a highway overpass as cars rush by below; Grimes swings on a tire swing at night; Hayley Williams reclines in the empty hot tub of an abandoned love hotel; Ice Spice brings glam to a nondescript parking lot.
Heaven by Marc Jacobs has an incredibly strong grasp on what it’s brand identity is and how to best express it. From design to casting to photography, everything here works perfectly together to convey Heaven’s bubblegum cyber-grunge – it’s no wonder the brand continues to be such a hit with the digitally native generation.
Heaven by Marc Jacobs Creative Director | Ava Nirui
Photographer | Zamar Velez
Videographer |
Models | Solange, Ice Spice, Grimes, and Hayley Williams
Stylist | Danielle Emerson
Hair | Evanie Frausto
Makeup | Karina Milan, Lottie, and Miguel Ramos
Producer | Alycia Cohen