Since its 2020 launch, Marc Jacobs spin-off line Heaven has resonated with millennials and Gen Zs alike, tapping into Y2K, 90s nostalgia and a tangled web of pop culture references. The line, which is part of Marc Jacobs' latest renaissance, is very much a product of multi-hyphenated creative Ava Nirui, a self-described "Marc Jacobs superfan" who has a knack for understanding what’s culturally relevant. "The things that I was interested in as a 16-year-old, the 16-year-olds of today are very obsessive about," she tells @instapini_. “The youth are super culturally aware and very advanced when it comes to style. Because of the trend cycle, Gen Z happens to be very interested in a lot of the aesthetic, music, culture, films and art that is at the core of the Marc Jacobs brand. We are very lucky to have that history to be able to tap into.”⁠ ⁠ Tap the link in bio to read the story in full.⁠ ⁠ 📸: Heaven’s Ava Nirui in her Brooklyn flat. Photographed for the FT by @mirandabarnes