Last Thursday night in Brooklyn, Marc Jacobs celebrated the launch of Heaven’s spring 2023 capsule collection with a surprise concert headlined by Deftones at the Music Hall of Williamsburg. The live show was the perfect ode to Heaven by Marc Jacobs’ latest collaboration with Stray Rats and Deftones.
It’s no secret that Heaven by Marc Jacobs, known for its provocatively nostalgic aesthetic, has struck a chord with Gen Z’s style aficionados. Rather than solely emulate the 1990s-era ambiance, the celebration sought to immerse attendees into the sub-culture that inspired the collection.
Of course, this was not your average evening of live music. The party featured guests of the Heaven community dressed head to toe in the latest collection alongside music loyalists. Attendees included Ava Nirui, Rowan Blanchard, Iris Apatow, Ama Elsesser, Grace Ives, Jari Jones, Alana Champion, Kemio, Tama Gucci, and more. Amidst the packed crowd, guests enjoyed opening acts by Mia Carucci and Yves Tumor while getting an exclusive preview of the collection set to drop the following day.
With the rise of social media and the TikTok-ification of songs, Deftones has reached a whole new generation of listeners. “It was almost two years ago that Heaven (by Marc Jacobs) approached us; we were excited to see what they’d come up with and started collaborating at that point,” lead singer of Deftones, Chino, told Vogue. The singer’s own teenage daughter is a fan of Heaven, with several pieces in her wardrobe, the collaboration held organic synergy. “We’ve noticed this surge of younger fans getting into our music, which is crazy because we’ve been doing this for 30-plus years.”
The intimate music venue setting didn’t stop a waitlist of 20,000 hopefuls standing by to have the chance to attend the surprise concert and fête Marc Jacobs’ latest collaboration. After all, the concert itself was a genuine surprise: eager party-goers didn’t know precisely where their evening of celebrations would take place until the secret locational detail dropped just a few hours prior. The evening ended early into the morning, with guests flooding out into the streets of Williamsburg.
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