Marc Jacobs’ Heaven featured an ad campaign inspired by Michel Gondry’s Eternal Sunshine of the Spotless Mind, starring Kate Winslet and Jim Carrey. Hypebae writes about it.
Sub-label Marc Jacobs, led by Ava Nirui, has teamed up with photographer Larisa Hofmann. Filming for the campaign took place in Montauk, where some of the most important events of the 2004 film take place. Iconic moments from the film were recreated during the photo shoot: an acquaintance on the train, a bed on the beach. Another detail is the model’s multicolored hair, which refers to the heroine Kate Winslet.
The new capsule included an orange hoodie (similar to the one Clementine wears in the movie), a knit sweater with the words “Erase me” on it, a reference to a major story from “Eternal Sunshine of the Spotless Mind,” as well like a sweatshirt with a skeleton print and a t-shirt.
Previously, Marc Jacobs was associated with the American brand Stray Rats. Together they created a collection dedicated to the rock band Deftones. He celebrates the importance of the American alternative metal band in the counterculture. The capsule lookbook features Deftones fans in Los Angeles and London. Photographed by Ari Versluis and Ellie Wittenbrook.