You know @themarcjacobs on Instagram. Now meet THE Marc Jacobs the brand. The designer just unveiled news that he is debuting a new label for Pre-Fall that spans ready-to-wear, bags, shoes,
jewellery and accessories that celebrates the joy of buying things as a consumer.
For those who think that this is Jacobs’ second stab at reviving his now-defunct diffusion label Marc by Marc Jacobs – that popular sister label designed by Luella Bartley and Katie Hillier – they’d be quite wrong. For one, this new label feels and operates quite differently from the business model of a regular fashion label.
Instead of a dedicated seasonal collection, the brand goes big on individual merch drops. The idea is to take away the emphasis on full runway looks and focus it more on the joy of buying an individual item (a.k.a the way most people shop). According to Jacobs in a statement: “We wanted to do something that is unlike the collections we are already doing, in that it is more ‘item-y.’”
So what exactly are the merch ($620-$2,490)? The Resort ’19 reissue of his seminal grunge collection for Perry Ellis in 1993 was a precursor to what this new label is all about. Think plenty of resurrected looks from Jacobs’ stellar career that has spanned over three decades including the runway knits with smiley faces from his first catwalk show in 1981. But it’s not just about looking back.
Collaborations will be a major selling point. For this debut, there are tie-ups with Peanuts for sweatshirts and totes; New York magazine for ready-to-wear and accessories; and hat and headbands by milliner Stephen Jones who regularly collaborates on the headpieces for the Marc Jacobs runway. In a retail age when the joy of discovering new things in store is long gone, could this label be the one to make us part with our cash again?