Ava Nirui Exits Heaven by Marc Jacobs

Ava Niuri

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Summary

Ava Nirui has announced her departure from Marc Jacobs after a nine-year tenure, most notably serving as the creative visionary behind the sub-brand Heaven
Since her first project in 2017, Nirui transitioned from a collaborator to a central figure at the house, credited with launching Heaven and overseeing its most successful creative partnerships
Her exit signals a new chapter for the brand’s youth-focused division, as she steps away with a legacy defined by “concepting dream projects” and fostering a global creative community

After nearly a decade of redefining the visual language of downtown Manhattan cool, Ava Nirui has officially announced her exit from Heaven by Marc Jacobs. Nirui, who served as the creative lead and driving force behind the sub-label Heaven, shared the news with a heartfelt tribute to the brand that transformed her career. Having first collaborated with the house in 2017, she leaves behind a legacy of “dream creative projects” that bridged the gap between high fashion, ’90s nostalgia, and internet subcultures.

Nirui was instrumental in the inception of Heaven, a polysexual line that became a global phenomenon for its curated, zine-like aesthetic and cult-favorite collaborations. Under her guidance, Heaven became more than just a clothing line; it was a cultural sanctuary that brought together artists, musicians, and designers under the Marc Jacobs umbrella. In her farewell message, she expressed immense gratitude to Marc Jacobs himself for his unwavering support and acknowledged the key team members who helped build the brand into a contemporary powerhouse.

Her departure marks a significant turning point for the MJ brand. Nirui’s ability to “concept and make dream projects come to life” allowed Marc Jacobs to maintain a razor-sharp relevance with Gen Z and the creative avant-garde. While her next move remains under wraps, her influence on the industry—moving from a bootleg-inspired artist to a corporate creative director—remains a blueprint for modern fashion careers. As she bids goodbye, the “Marc Forever” sentiment echoes throughout a community she helped build. The brand has not yet announced her successor at the time of writing.