Marc Jacobs aims for millennials with cheaper line, grunge looks & Dr. Martens collab

The American fashion designer Marc Jacobs are going for nostalgia and democratic prices. These efforts the brand out of the doldrums?

Redux Grunge © Juergen Teller for Marc Jacobs

Good news for those who still mourn the opgedoekte Marc by Marc Jacobs: the brand brings next year again a cheaper line on the market. Under the wings of the new CEO Eric Marechalle will get Marc Jacobs a new zustermerk, which consists of two components will exist. One part is an ordinary runway collection, but according to Women’s Wear Daily will be the second part from a cheap segment to exist. Undoubtedly the effort of the Marechalle to the brand from the bad digit.


The news should not leak, but Marc Jacobs confirmed: there will be a new zustermerk.

The name of the new brand is ‘The Marc Jacobs’ and was inspired by the Instagramprofiel of the designer. It was actually not intended that the news is already scattered, but when there is a picture of the collection leaked, confirmed Marc Jacobs is for his new adventure. The first season of The Marc Jacobs’ scheduled for pre-fall 2019.

The Russian stylist Lotta Volkova if the lookbook together. They worked in the past together with Demna Gvasalia for Vetements and Balenciaga. A good move as the younger generation want to appeal to, as this visual style is very popular with millennials. For the entire lookbook, we must still have patience to may.

Also read: Millennium dollar baby: how the young generation of the fashion industry significantly will change

Money should roll

How to set up the brand – like a lot of other high-end labels – the arrows on the Generation Y. The millennials are, after all, on the way to becoming the largest generation ever and the most wealthy. And Generation Z is them on the heels. Together, generations Y and Z by 2025 vijvenveertig percent of the global luxury market part. In addition to collections release that is more democratic, priced, try high fashion brands, the millennials also speak to by paint to have to seasons, digital to become stronger, visually stunning, and last but not least to capitalise on the power of nostalgia.

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Ugggh. This image is from our upcoming THE MARC JACOBS collection was leaked! Consider it a taste of things to come. We shot our fresh new pre-Fall collection (to be launched in May) last week. Poster size prints or a wide variety of twins wearing the collection were mounted in our showroom where the collection is being shown to buyers. I’m super excited with the results of the RTW and accessory collections. They look fantastic and fresh. The posters shot by @_hugoscott and styled by @lottavolkova are AMAZING. To see more… stay tuned for the ads and other visuals coming in April (unless someone else leaks them sooner).

A post shared by Marc Jacobs (@themarcjacobs) on Dec 5, 2018 at 9:38am PST

Grunge is not dead

And so travel Marc Jacobs, twenty-five years back in time, to his much-discussed grunge collection to be precise. Naomi Campbell, Kate Moss, Tyra Banks, Christy Turlington and other iconic models from the nineties put the Spring 1993 collection for Converse sneakers, Doc Martens, plaid skirts, omajurken, cartoonshirts, lilac, light pink and black. The soundtrack went from Nirvana along Hole to Sonic Youth and The Smashing Pumpkins.


The grunge collection was maligned, but gained, meanwhile, a cult status.

The collection was then maligned and Marc Jacobs was fired from Perry Ellis. The modejournalisten asked starting to wonder whether Jacobs is not just second-hand shops had been raided in place of a collection of designs. Finally won the designer, the CFDA Womenswear Designer of the Year Award and had the press to reluctantly admit that he was ahead of his time.

Meanwhile, garnered the line a cult status. It is therefore high time for the grunge collection from beneath the fabric to remove and to let live. ‘Authenticity, acceptance, freedom, tolerance. The spirit of grunge remains Marc Jacobs also today define’, it sounds on the site of the fashion brand.

Revolutionary rebels

And just like in the nineties contains the Redux grunge collection collaborations with Dr. Martens and cartoonist Robert Crumb. Timeless, sturdy hooves and nostalgic humour in the form of cartoons: by the early years of the Nineties to revive, let Jacobs us a taste of the counter-culture at the time of Kurt Cobain. Thus he speaks not only to the generation that then was young, but also the “daughters of the grunge legends’.


Marc Jacobs will give us a taste of the counter-culture at the time of Kurt Cobain.

In the current uncertain political climate is both fun and reassuring to return to what we already know, but also reminding how rebellious we can be.

Jacobs looks back at the period that he for the first time, uncompromising creative could be on the catwalk and spirit, independent and revolutionary, he wishes also to his young clientele. A beautiful message, but is also persuasive enough to get the good gespekte bag to pull out?

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