American fashion label Marc Jacobs has dropped the first beauty product for its Heaven by Marc Jacobs line. Heaven, its rebel teen fashion and beauty brand, announced the Heaven x Bleach Hair Dye in partnership with Bleach London.
Announcing its debut, the campaign showcases the transformation of average personalities into fashion icons with bright, bold hair. Shot by photographer William E. Wright, the end product reflects Heaven’s vision and targets to a T.
Heaven by Marc Jacobs x Bleach Hair Dye
Collaborating with salon Bleach London, the vegan hair dye collection consists of three cool colours that capture ‘90s nostalgia. Available in bubblegum pink, brick red, and lime green, the eye-catching hair dyes are semi-permanent and suitable for light and dark hair.
The brand’s light colours may raise hair health concerns, but that’s nothing to fear. After all, the hair dye formula underwent 18 months of development and contains Provitamin B5 and UV protection. Furthermore, the product has conditioning and shiny properties, ensuring a sure pop of colour on bleached and unbleached hair.
In an interview with Dazed Digital, Co-Founder and Creative Director of Bleach, Alex Brownsell, shared, “There has never been a hair colour collaboration between a high fashion and beauty brand before. Each shade has been carefully curated to represent both of us under a single aesthetic, with colours not available on the market.”
To really bring back the look and feel of the ‘90s, the product packaging was custom-designed by artist Michelle Bry. Featuring technicolour designs that border on cute and creepy, imagery of Japanese and Western punk pop influences come to mind.
Heaven by Marc Jacobs was first launched in 2020, targeting the younger demographic with no gender boundaries. Coined the ‘teen dream fashion’ line, its current product lineup includes clothes, outerwear, bags, shoes, and accessories that are a capsule in time.