Ava Niuri, also known by her handle @avanpoe on Instagram, became an influential figure in fashion through her clever “bootleg” interpretations of luxury products. Some of her earlier creations include a Barbie dressed in Hood by Air and Eckhaus Latta, a Louis Vuitton toothpaste/toothbrush set, a Gucci logo-stitched Champion hoodie and a bedazzled Chanel basketball. Nirui’s art eventually led her to an official collaboration with Marc Jacobs in 2017 for a limited edition hoodie.
In 2020, Nirui’s partnership with Marc Jacobs is still going strong with a new line alongside the designer called Heaven by Marc Jacobs. Heaven is inspired by teenage fashion from past generations, but mainly adolescent styles from the ‘90s — think baby tees, tops printed with doodle illustrations, mini skirts, combat boots and wide-leg trousers. Nirui also commissioned Shoichi Aoki, the founder of Japanese street style magazine FRUiTS to shoot the line’s inaugural lookbook.
The launch of Nirui and Jacobs’ Heaven gives the Marc Jacobs brand a more youthful update. Products such as the “froggy” pillow, teddy-bear printed tees and “crazy daisy” bags are now on the label’s official site with some items already sold out. A few of the pieces can also be seen on rapper Lil Uzi Vert and model Bella Hadid for the line’s debut campaign.