Heaven by Marc Jacobs said “you have 28 days, 6 hours, 42 minutes, and 12 seconds to cop this drop.” Just kidding, but that would be on theme considering that the brand’s latest release is in collaboration with the movie Donnie Darko.
Yesterday Heaven, the Gen-Z focused brand born out of Marc Jacobs and known for its iconic Y2K-themed campaigns, teased its latest collection on Instagram, posting a curated set of images shot inside a retro cinema and featuring a selection of hoodies, tees, and bunny ears all inspired by the 2001 movie Donnie Darko.
For those not in the know, Donnie Darko is a cult psychological thriller, which starred Jake Gyllenhaal as Donnie Darko, an American high school student who’s visited by a giant bunny named Frank. In the film, Frank warns Donnie that the end of the world will come in 28 days, 6 hours, 42 minutes, and 12 seconds, and chaos unfolds.
The campaign itself was actually shot by Zamar Velez in the exact location Donnie Darko was originally filmed, featuring the nostalgic interior of an LA-based cinema as well as the very house from the movie. Plus, it welcomed back Richard Kelly, the original director of Donnie Darko, who led the art direction in Heaven by Marc Jacobs’ campaign.
The campaign also features one key member of Donnie Darko’s original cast: James Duval, who was the voice of Frank in the 2001 film. Seen in the campaign images with blood dripping from his right eye and wearing a “Heaven” branded tee with a shot of his own face on it, taken from the movie.
The whole set up for the shoot is as nostalgic as it is iconically Heaven, pulling on the grungy, creepy, autumnal vibes of the original movie and merging them with Heaven’s own playfully Y2K inspired aesthetic.
If you needed another excuse to rewatch Donnie Darko this October, then Heaven by Marc Jacobs’ latest collection is it. Our Saturday night plans are solid: drooling over Jake Gyllenhaal in our very own Donnie Darko x Heaven by Marc Jacobs tees.
Find the collection on Heaven’s website from October 10.
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