How Marc Jacobs, Doja Cat, and Half of Instagram Made Fashion Week ‘Heaven’
The Marc Jacobs Heaven party, a rave-themed New York Fashion Week rager at Elsewhere celebrating the designer’s affordable cool-kid line, felt like a hilariously messy, Pzaz Energy Mist-sponsored, laser light-flooded clout convention for the online-famous and the actually famous. The choice of locale, Bushwick’s semi-mammoth mainstay nightclub, was a stroke of genius.
Heaven, launched by Jacobs in 2020, is a polysexual line of 90s kid catnip: oversized sweaters with a scowling daisy design; hip-hugger cargo miniskirts, etc. The new collection’s campaign, featuring Doja Cat, Charli XCX and Pamela Anderson, features the stars rocking ensembles that’d look perfectly at home in the Crazy Town “Butterfly” video.
On Saturday night, the vibes were evident immediately upon arrival: a tall kid in his early 20s was dashing around, shouting at everyone in line who’d listen that he was on the list. He claimed he was DJing later and that he’d texted Marc, who personally said he could come inside. The door guys were unmoved. “They have to let me in,” another girl huffed, shoving her phone in her friend’s face. “I have 20k followers on Instagram!”