Heaven by Marc Jacobs
Spring 2024 Ad Campaign
Apr 2024
The Heaven by Marc Jacobs Spring 2024 ad campaign serves as a high-octane synthesis of Y2K nostalgia and contemporary subculture, masterfully directed by creative director Ava Nirui. Captured by photographer Zamar Velez, the imagery oscillates between raw, cinematic grit and polished editorial minimalism. By assembling a diverse cast of cultural icons including Ice Spice, Grimes, and Hayley Williams, the campaign leans into a visual narrative that feels both surreal and grounded in urban decay. The execution relies heavily on the interplay between low-key, chiaroscuro lighting and crisp studio strobe setups, which allow for a rigorous focus on the textures of fishnet stockings, platform boots, and whimsically graphic knitwear. Stylist Danielle Emerson ensures the collection feels authentically rebellious, while Evanie Frausto’s hair work and the precise artistry of makeup artists Karina Milan, Lottie, and Miguel Ramos elevate the subjects into ethereal, modern-day archetypes. The campaign effectively utilizes both natural light and dramatic flash photography to highlight the collection's juxtaposition of delicate pastels and darker, moody surroundings. Through this distinct blend of cinematic storytelling and stylized portraiture, the project reinforces the brand's position at the intersection of luxury fashion houses and youth-driven aesthetic movements, ultimately delivering a campaign that feels like a curated dreamscape of modern identity.
Lifestyle, Commercial, Editorial
Natural light
Luxury Fashion Houses, Fashion
