In this increasing TikTok era of trends, how does Heaven by Marc Jacobs catch Gen Z’s attention?

If you are a Gen Z interested in fashion or pop culture, you might have heard of Heaven by Marc Jacobs. Created in 2020, Heaven is Marc Jacob’s answer to the Gen Z issue. This issue is prevalent in luxury brands, who are specifically known to cater to older customers. Luxury brands have been trying to recruit Gen Z icons like Gucci’s deal with Harry Styles or Chanel’s deal with Jennie from BlackPink. While it has been working to boost brand awareness, it isn’t bringing money in from Gen Z. Then… there comes Heaven.  

Heaven is interesting. It takes a lot of popular aesthetics in the Gen Z-sphere that are circling through TikTok and capitalizes off them. Heaven is plagued by the Asian-fishing trends going around these days, with a lot of creators calling out the inspiration behind Heaven. Heaven takes inspiration from Japanese street trends, specifically in the case of the popular Japanese sub-culture magazine, FRUiTS. This magazine, created in 1997, hosts a variety of Japanese Harajuku styles known throughout Tokyo. This inspiration is ironic though, as Marc Jacobs himself has a history of racism and internet trolling.  

I’m not exactly an outsider to the Heaven trend either. Amid a mass “personal style” takeover, Heaven adds colorful, fun, unique, and…