012: rebel with a cause: a piece on marc jacobs.

In the world of fashion, staying adaptable is très criciale! Brands that remain open to evolution often find themselves thriving in the ever-shifting landscape. This notion of being teachable, of continuously learning and growing, serves as the cornerstone for innovation and success. With this perspective in mind, let's dive into the ever so youthful resurgence of Marc Jacobs and explore how their commitment to staying flexible has reshaped their brand identity and captivated audiences anew…

In 2018, the bold New York Times considered the Marc Jacobs brand to be "falling out of fashion" and no longer "understanding what consumers want." Well VAULT, they must have heard this, screamed "Bet!" and conducted what had to be the deepest dive on what the people want and how to deliver in a refreshing, exciting way because they made one hell of a comeback.

First of all, it was a foolish decision to doubt such a creative. It's fair to mention his stint at Louis Vuitton. In fact, Marc Jacobs' LV is VC's favorite LV. He modernized a brand that was once just leather goods and travel bags and quadrupled brand sales with things such as the Graffiti Speedy with Stephen Sprouse in 2001 and LV Murakami and Eye Love Monogram Collection with Takashi Murakami in 2003, debuting the famous super flat monogram, putipanda, monogramouflage, and cherry blossoms prints. LV was a whole new LV under the creative direction of Marc. This is meant to highlight his capabilities and remind us in the media not to make grand statements about someone's creative talent just because they have temporarily fallen out of personal favor or sales have declined. I understand that the scrutiny was also aimed at the brand and not necessarily at Jacobs himself, but the distinction is important... also I am biased. I HEART MARC! SHOOT ME!

BACK 2 HEAVEN

Birthed in 2020 with the help of collaborator Ava Nirui, the Heaven by collections are a wildly exciting mix of 00’s rave, 90’s grunge, and a big F U to minimalism... with a side of dreamy.

Heaven by Marc Jacobs via @heavn on instagram ft. Pamela Anderson, Yves Tumor, and Solange.

It feels like a bold statement to anyone who doubted Marc Jacobs. Heaven breathes new life into the brand all while serving as a reimagination of Marc Jacobs’ roots… and I’m talking about the 1993 spring/summer grunge collection that caused Marc Jacobs to famously part ways with Perry Ellis and go a new way... to LV in 1997. Everything comes FULL CIRCLE!

swipe... i bet the one at the end had no idea he was about to be fired! :)

Perry Ellis SS93 by Marc Jacobs via VOGUE RUNWAY

TODAY... Michelle Lamy, MRS GRUNGE SWAG HERSELF, for Heaven by Marc Jacobs

In a successful rebrand everything plays a part, but especially the photographers, videographers, and creative directors behind the campaign shoots. Bizarre talents such as Juergen Teller, Eric Wakiyama, and Wong Kar-Wai have helped bring this vision to life. The Heaven campaigns have included people such as Winona Ryder, Pamela Anderson, Lil Uzi Vert, Doja Cat, and more. One thing the brand has been successful at is capturing the unique qualities and vibes that match the campaign stars’ niches. The word niche itself is just so Gen Z. But what this does is remind the youth of their favorite moments, trends, and inspo for the moment. It's fresh and exciting! What's better is that not all of the creators and artists featured by MJ are household names; instead, some are trending faces and everyday people. These collaborations & meme marketing tactics have helped these creatives hold onto their moments and extend their impact. I would like to make special note of the fact that when Marc Jacobs comes across these creatives and decides to work with them on campaigns and commercials, the creatives are able to keep their integrity and image rather than having to water down. #wholesomefashion

This is why I would consider the Marc Jacobs marketing team to be one of the most effective and socially tapped in with the youth today. This is cool because the youth make the moments! We are responsible for setting the newest trends and have a direct impact on the fashion landscape, experimenting and making fashion fun so we need things to work with! All in all, I hope everyone can see why it is important to stay malleable and teachable even as an established multi million dollar company. If at the end of the day, fashion is about who wears it, then it is important to include that as a major ingredient in the formula for a great, wearable, RELEVANT brand.

In typing this post, I have realized just how much I can yap about Marc Jacobs and his impact. I'll be back with more on this guy. He's like... wayyyy cool.

xoxo, VC

OG post date: may.22.24