It is only the second Heaven store to open in the world, following on from Fairfax Los Angeles. Marc Jacobs opened a namesake flagship on Regent Street last summer after closing the previous shop in 2018, but Heaven is opening its doors in the more downtown and fashionable Soho.
The Marc Jacobs sub-brand of has been operating a direct-to-consumer approach, producing limited and usually themed collections sold online. Previous collections have featured collaborations with different organisations and groups, such as: a shoe collection with Dr Martens, a line of fairy wings with Anna Sui, and plush toys with Chinese artist Nhozagri. Heaven’s campaigns have featured celebs like Doja Cat, Nicki Minaj, and Pamela Anderson.
Heaven launched in 2020, with creative director Ava Nirui at the helm. The 30-year-old Aussie’s first collaboration with Jacobs was the satirical ‘Mark Jacobes’ hoodies, mocking bootleg knockoffs of designer products.
Heaven is inspired by the subcultures of the 90s, especially the grunge fashion wave that emerged in Seattle. Grunge is not unfamiliar to Marc Jacobs, whose Perry Ellis SS93 collection brought the style to the runway, showcasing plaid skirts, micro cardigans, and lots of layering reminiscent of today’s UNIF.
Photo Credit: Heavens by Marc Jacobs
90’s style brings a sense of nostalgia to millennials but appeals more to Gen-Z, who romanticise the aesthetic of a time they didn’t experience. Heaven’s collections are all gender fluid and feature notable ‘y2k’ styles like baby tees, mohair knits, mini skirts, and baggy sweatshirts. The collections usually sell out fast and are priced on the higher end, with a t-shirt retailing for £130.
The store is located on 10 Brewer Street in London’s trendy Soho district, known for its nightlife, LGBTQIA+ community, theatres, clubs, and restaurants. Directly under the former Raymond Revuebar stripclub, the store is recognisable with its kitschy design: pink carpet, concrete floors, and LED lights, with multicolour coat hangers, posters, and memorabilia like magazines and toys dotted around the shop floor.
A selection of curated books and magazines from Climax will attract London’s edgy skate, fashion, and creative scenes, and create a fun and interactive in-person shopping experience. The store will get a makeover every month as a new collection drops; this month is centred around the Deftones collection that dropped with a concert in NYC last week.
Words by: Lucy Walshe
Header Image: Heavens by Marc Jacobs
