Marc Jacobs’ New Line Launch in Bookmarc Harajuku

Subversion, teenage daydreams, alienation nation, queer youth, candy ravers and psychedelic fantasia. Are these the building blocks of a coming-of-age film, or the moodboard for a new collection? Spoiler alert: it’s the second one! Targeting “girls who feel like boys, boys who feel like girls, and those who feel like neither”, Heaven by Marc Jacobs is Jacobs’ latest fashion line. The gender-fluid Y2K collection, with its Khaki green T-shirts with angsty slogans and sweater vests on acid, looks like a mash-up of Director Terry Zwigoff’s Ghost World and Tyler, the Creator’s Clothing brand, Golf Wang. Coming in at the pricier end of the fashion spectrum (not entirely unexpected from a designer label), this collection offers pieces that are wearable and make a statement.

The collection was launched in the Harajuku branch of the designer’s very own book store, Bookmarc. Dedicated to fashion and youth culture, Bookmarc’s low-key vibe was transformed into a 90s teen bedroom, complete with wacky purple and green colour scheme, scattered magazines and open pizza boxes for a truly immersive experience.



Accompanying the launch of the youth-focussed label was a street snap-inspired lookbook and exhibition created by none other than the godfather of the street snap, Shoichi Aoki. Shot in signature FRUiTS style, the lookbook featured models hand-selected for their style and contribution to the Tokyo fashion scene. (Basically, the who’s who of Japanese street fashion!) Haruka Kurebayashi, Seiya Ohta and Yoon were some of the lucky few chosen to represent the brand. While the exhibition, titled FRUiTS My Best 100 #1-#10, showcased shots from the Heaven lookbook alongside original FRUiTS snaps. Make sure to stop by if you are in town because the Exhibition closes 30 September.

Collaborations are such a major part of street fashion, who do you want to see collab next?


Lookbook (in Japanese)
Shop (in Japanese)

Written by Choom.
Images courtesy of Marc Jacobs/Shoichi Aoki.


  • 10/09/2020

    So happy to hear it!!! I really want to be there in Tokyo!!
    Love this article


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