Marc Jacobs’ diffusion line, Heaven, has Gen Z — and millennials willing to relive the early aughts as adults — in an absolute chokehold. Its collections are selling out immediately upon release and its newly opened store in L.A. is a hot spot, carrying not Heaven’s highly sought-after pieces, but a carefully curated collection of other similarly cult labels such as Mimi Wade and London’s Ashley Williams, as well as a selection of vintage curated by Aralada Vintage.

Coincidentally, this writer happened to be there yesterday, walking out with three pieces, including a lace mini dress made out of a Marc Jacobs runway print from 2019. No regrets.

Now, Marc Jacobs is taking a leaf out of Heaven’s recent success, harking back to the ‘90s with the face of its latest accessory release, the J Marc Shoulder Bag, enlisting none other than grunge fashion icon herself Winona Ryder as the campaign’s face.

After a few images leaked earlier this week prompting many to speculate Ryder was a new face of Heaven, Marc Jacobs shared a campaign video announcing both the new bag and Ryder, a longtime friend of Jacobs’, as the star of its mainline, instead, showing clips of the actress candidly dancing while wearing an oversized white hoodie and eating whipped cream on set. 

Ryder, who become a popular culture icon with her early performances in films like Beetlejuice and Edward Scissorhands in the early ’90s, soon after became a fashion one with her messy black hair, leather…