Friday 31st May

| BY Dino Bonacic

The Marc Jacobs is The New Brand Redefining American Classics

Beauty, accessories, fragrance… Clothes haven’t really been the focus of the Marc Jacobs business for a while now. While many wear his couture-like dresses down the red carpets of the world, Jacobs’ seminal NYFW catwalk shows became pure exuberance of creativity and joy which then trickle down into commercial pieces with just a sprinkle of that lively spirit. Now, over four years after the much-adored Marc by Marc Jacobs diffusion line merged with the main collection, Marky Marc is back at creating fun clothes made to be worn on the streets. This is a man that has already reinvented the uniforms of American streetwear several times now. The grunge of his 1992 collection at Perry Ellis, his early 2000s collections which merged French chic with American sportswear, the blue leather multi-pocket bag from The Devil Wears Prada… Marc Jacobs granted us with some major fashion moments throughout the past three decades, and he doesn’t seem to be stopping anytime soon. The Marc Jacobs (yes, “The” is part of the name) is his brand new line filling out that gap MBMJ left in our hearts and wardrobes. “These items are things that you could put together in your own way; it’s more about personal styling than about having a full runway look,” Jacobs explains his latest power move. Product-led and inspiring individualism, The Marc Jacobs is every shoppers dream. There’s elements of his recent Grunge Redux revival collection, as well as some other classic silhouettes the designer previously used in his work – it’s all about taking everything the name stands for and mixing it up in a totally fresh way.

The campaign for the launch of The Marc Jacobs, shot by Hugo Scott and styled by Lotta Volkova, reflects the glee rooted in the clothes. While Jedward and Mary Kate & Ashley weren’t available, the team at the Midland Agency curated a personality-full cast of twinsies showcasing the versatility of the clothes on offer. Thanks to The Marc Jacobs, busy mums don’t have to dress their twins exactly the same. This range allows a Tetris-like game of mix & match, with individual pieces interchangeable with each other, encouraging a community of TMJ lovers to shop and exchange between them. It’s like the Sisterhood of the Travelling Pants, but decidedly more chic.

Part of the development of a The Marc Jacobs wardrobe are collaborations. On one hand, the brand will team up on creative partnerships with other brands, working on merging the two worlds together. For the Pre-Fall collection, Jacobs collaborated with the New York Magazine via a print of their logo originally drawn by Milton Glaser in 1968, as well as Peanuts comics, incorporating Charles M. Shulz-drawn characters on sweatshirts, totes and jewellery. One the other hand, the collaboration aspect extends into working with heritage craftsmen on creating unique, high-quality product. Stutterheim helped out with the raincoats, Schott worked on the leather perfecto jackets, while Stephen Jones contributed with hats and headbands. The collection will also be featuring re-issues of some archival pieces from the personal collections of Marc Jacobs and members of his team. Whatever you might be looking for – you will probably find it in The Marc Jacobs. Click-buy-wear – easy like that.

The Marc Jacobs collections are available to shop online and in selected stores.