The new Heaven by Marc Jacobs campaign with Michèle Lamy and Ice Spice

Rising TikTok star Ice Spice, rapper Lil Uzi Vert, actress Liv Tyler, US singer-songwriter Ethel Cain, creative icon and Rick Owens muse Michèle Lamy, and musician Yves Tumour star in the new Heaven by Marc Jacobs campaign for SS23. A hyper-glamorous cast that spans a variety of different spheres and perfectly embodies the icons of Gen Z - from contemporary references to old-time icons - and confirms Marc Jacobs' second line as the most popular brand among TikTok natives. The images feature a variety of settings: from Ice Spice posing amid barbed wire and desert to Liv Tyler lying on a motel bed in the brand's signature vertiginous pumps.

The garments are in keeping with the brand's now-established aesthetic: washed-out minidresses dotted with stars, denim two-pieces illustrated with newspaper prints, graphic T-shirts, razor-sharp dog tags, and shoulder bags with cuffs for handles. Eye-catching graphics and a subversive vibe come together in garments and accessories that sit somewhere between grunge, coquette, and Y2K, destined to become the object of desire for a new generation of free thinkers and lovers of vintage style. Strengthened by the success of the joint collection with Kiko Kostadinov and mindful of the campaigns that will make brand history - from Pamela Anderson to Paris Hilton - Heaven continues its disruptive communication strategy while remaining true to itself.