Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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linePart ofMarc Jacobs

Heaven by Marc Jacobs

Heaven by Marc Jacobs is a polysexual sub-label characterized by a 1990s-inspired aesthetic. It draws from grunge, kitsch, and teenage subcultures. The brand emphasizes DIY sensibilities and internet-era nostalgia, representing a diverse, alternative ethos through its eclectic graphics and collaborative designs.

History

Launched in September 2020, Heaven was established under the creative direction of Ava Nirui. The line serves as a bridge between high fashion and niche internet subcultures. It references specific cultural touchstones, including independent cinema and vintage street style magazines. By integrating archival Marc Jacobs motifs with contemporary youth culture, the brand has influenced the resurgence of Y2K aesthetics within the luxury fashion sector during the early 2020s.
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