Subversive sub-label known as Heaven by Marc Jacobs launched back during the summer of 2020 and most recently, it joins forces with Dr. Martens on a new collection of footwear for the summer 2022 season. The duo turns their focus to a strong 90s theme, with a highlight of the youth culture and rebellious times of grungey aesthetics.
The capsule is led by designer Ava Nirui, reworking the silhouettes of the Strap Platform Sandals and the Mary Jane shoes. The Mary Janes are interpreted as the Addina Heaven done by MJ Bex and have design languages that nod to the 90s. It has a simplistic look with a silver tonal bear clasp. The sandals are made with a lightweight sole unit and double-headed bear details.
Grungey Summer-Ready Footwear
Heaven by Marc Jacobs Joins Dr. Martens on a New Collection
Trend Themes
1. 90s Grunge Fashion - The Heaven by Marc Jacobs and Dr. Martens collection showcases an opportunity for designers to tap into the nostalgia of the 90s through fashion and shoe designs.
2. Revamped Silhouettes - The reworked silhouette of the Strap Platform Sandals and the Addina Heaven offer an opportunity for shoe companies to revamp their traditional designs.
3. Branded Collaborations - The collaboration between Heaven by Marc Jacobs and Dr. Martens showcases the opportunity for brands to collaborate and create unique products to appeal to a wider audience.
Industry Implications
1. Footwear Industry - The Heaven by Marc Jacobs and Dr. Martens collection highlights the potential for growth and innovation in the footwear industry through collaborations and reworked designs.
2. Fashion Industry - The popularity of 90s fashion trends in this collection suggests the fashion industry can capitalize on nostalgia to create new and revitalized designs.
3. Youth Retailers - The grunge-inspired theme of the collection appeals to youth culture, providing opportunities for retailers targeting the younger demographic to explore designs that incorporate similar themes.