Blumarine and Heaven by Marc Jacobs strike with a heavy-hitter collaboration full of Y2K nostalgia.
Blumarine, a brand renowned for merging Italian design and American streetwear, has teamed up with Marc Jacobs for a new collection harking back to the Y2K fashion currently seen throughout pop culture.
Consisting of eleven items, the collection brings together highlights from both collaborators’ collections. Combined, it’s a wardrobe for the it-person. The campaign was shot by Petra Collins and styled by Lotta Volkova against the backdrop of a school, to highlight the brand’s goal of promoting youthful energy and authentic self-expression through fashion.
The naughties are embedded throughout the collection, combining cropped tees and low-rise denim, as well as tank tops and cropped hoodies making appearances throughout.
Speaking on the collaboration, Blumarine’s Creative Director, Nicola Brognano, said: “I was thrilled to have the opportunity to work on this project and had a lot of fun creating this special collection that merges Blumarine and Heaven by Marc Jacobs identities. Each piece of the capsule is a gem and truly reflects today’s spirit, balancing ease and coolness in the most feminine and lighthearted way.”
Ava Nirui, Heaven by Marc Jacobs’ Creative Director, added: “In my teen and college years, I fell in love with the Blumarine brand and aesthetic — it was the ultimate in feminine, aspirational fashion to me. I remember lusting after Blumarine advertisements. There was something very powerful about the way the brand depicted women, and I felt instantly moved by these images. There are so many parallels between Blumarine and Marc Jacobs, then and now, and I think this collection makes total sense for both of us. I love the way Nicola and his team interpreted Marc and the Heaven brand codes in his very Blu way! I’m such a genuine fan of Nicola and his approach to Blumarine, and feel really lucky to have worked with him.”