A Deftones concert brought Marc Jacobs Couch Meme’s paradise to life

When I walked into the Williamsburg Concert Hall on Thursday night to attend Heaven’s “secret” Deftones concert by Marc Jacobs, the first person I caught my eye was independent-era party photographer Mark Hunter, Also known as Cobra.

After all, this event is a deliberate time warp. Inside, the Hunter’s camera flash isn’t the only thing lighting up the venue; much more comes from disposable Kodaks, mid-range digital point-and-shoots, vintage camcorders, and at least one actual flip phone. The main attraction is a powerful symbol of Heaven’s mission towards intergenerational nostalgia: a performance by the Sacramento alt-metal band beloved by Gen Xers and older millennials and millennials. recently embraced by Zoomers who are currently producing show TikToks transform their own image before (light-eyed, bushy-tailed, normal) and after (unsatisfied, slightly devilish, slightly goth) they start listening to Deftones. The concert is looking forward to the first debut of the band’s themed clothing collaboration; Heaven, a sub-brand of Marc Jacobs; and streetwear label from the 2010s Stray Rats went on sale on friday. The collection features a $150 mesh shirt printed Around the fur album artwork, a $75 “Shove It” necklace, and a handful of t-shirts with the logo printed on them for around $100.

Actor James Duval, model in the Heaven by Marc Jacobs x Deftones collection.

Courtesy of Marc Jacobs

The show follows Heaven’s viral advertising campaign centered on a digital panorama juxtaposed with 54 giant models, most of them Gen Z internet stars with familiar faces, as if they were all gathered together on a denim blue couch. They feature Jacobs himself, along with several other Gen X icons like designer Anna Sui and actors. Michael ImperioliTara Reid, and James Duvall of Gregg Araki’s Teen apocalypse trilogy of works. (Since the campaign went viral on the internet earlier this week, a new term has emerged to describe this kind of you-of-brand marketing move: “global bombing.”) Authorized brand series of anniversary photos featured students from Laguardia High School—New York City’s performing arts organization featured in Reputation including Adrian Brody, Nicki Minaj and Timothée Chalamet among many of the school’s many famous (real) alumni—clothed from the capsule.

Gen Z has flocked to Heaven, which Marc Jacobs Released in 2020, thanks to its relatively affordable, 90s- and 2000s-inspired designer products: acid knit pants, kids t-shirts, punk accessories, and baggy printed denim. Being British fashion magazineLaura Hawkins fashion editor, recently described it: “I’m too young to remember the spring/summer 1993 grunge collection that got Marc Jacobs fired by Perry Ellis, but his Heaven line features all of Kurt Cobain and Courtney Love at the center, camo prints and animation and wit I needed. In Heaven’s flagship store on Fairfax Avenue in Los Angeles, you can buy actual CDs and vintage magazine issues like identification or Face.

Heaven has positioned itself as a strange utopia between Generations X, Millennials, and Z, all of which yearn, in different ways, for similar eras that have passed. The couch viral campaign, which ended with a stone-faced Imperioli in a zip-up ribcage hoodie, is a great take on this—like a star of The White Lotushas been a defining show of the 2020s as well The soprano voice, the typical show of the 2000s, the actor became an eccentric Perfect Heaven ambassador. In the Heaven universe, a Deftones concert is like a handshake emoji across generations who seem to truly empathize with Impioli’s troubles. soprano voice Christopher Moltisanti character. (It is also conceivable that, if The soprano voice taking place in the 2020s, Moltisani’s teenage second cousin AJ Soprano will probably make TikTok wearing a Heaven t-shirt by Marc Jacobs x Deftones.)

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