Marc Jacobs is launching a new ‘M-Archives’ line that is dedicated to reviving old handbag silhouettes of past eras dating back to 1981. So far, the collection includes the ‘J Marc Shoulder Bags’ and a revamped version of the ‘Classic Q’ collection that is offered in multiple sizes, shapes, and colors. Highlights include the ‘Re-Edition Karlie Bag,’ the ‘Re-Edition Mini Natasha Bag,’ and the ‘Re-Edition Lil Ukita Bag.’
The campaign, which was shot by Nick Sethi, depicts Sonic Youth’s Kim Gordon and her daughter Coco Moore. The former previously shot for Marc Jacobs in 1998, so the reintroduction of her visuals to the brand furthers the nostalgic elements of the collection.
The Marc Jacobs ‘M-Archive’ collection is now available on the brand’s website.
Image Credit: Marc Jacobs
Key Themes Behind This Trend
- Revived Handbag Silhouettes
- The launch of Marc Jacobs' 'M-Archive' collection suggests a trend in reviving old handbag silhouettes to bring back nostalgia.
- Multiple Sizes and Colors
- The 'Classic Q' collection in the 'M-Archive' line provides a disruptive innovation opportunity for the industry to offer more sizes, shapes, and colors of a single product line to cater to customer preferences.
- Using Nostalgia
- Marc Jacobs' use of nostalgia in the 'M-Archive' collection presents an opportunity for the industry to exploit nostalgia to attract a wider audience and create a memorable customer experience.
Where This Applies
- Fashion Retail
- The fashion retail industry can benefit from the trend of reviving old handbag silhouettes by reaching out to customers who appreciate nostalgia and history.
- Marketing & Advertising
- The successful use of nostalgia in the 'M-Archive' collection presents a disruptive innovation opportunity for the marketing and advertising industry to use nostalgia as a tool to attract a wider audience and create stronger brand loyalty.
- Luxury Goods
- The 'M-Archive' collection from Marc Jacobs targets the luxury goods market and presents an opportunity for the industry to reimagine their products with the use of nostalgia and history to create a unique and memorable customer experience.
