The Marc Jacobs: the new brand by Lotta Volkova and Marc Jacobs
Marc Jacobs reveals his brand new brand, understatedly named The Marc Jacobs. In collaboration with one of the hippest stylists of her generation, Lotta Volkova, the designer has created affordable pieces with cool attitude as the focus!
WHEN RUSSIA JOINS FORCES WITH THE UNITED STATES
1984, Vladivostok. Lotta Volkova was born at a historic time of major political upheaval. At the heart of the prevalent post-Soviet mood, the young girl grew up with her labourer father and physics professor mother, who had a keen eye for art and fashion. This passion was very soon passed down from mother to daughter.
After studying art at the prestigious Central Saint Martins, on graduating Lotta Volkova set off for Paris, where she met two designers who were also of Russian descent: Gosha Rubchinskiy and Demna Gvasalia. Together, they founded the label Vetements, a bold mix of Western culture and Russian aesthetics, creating demanding, extremely cutting-edge street fashion.
While Lotta Volkova is now renowned for her work as a stylist, consultant and artistic director, she has enjoyed a series of successful collaborations. The latest to date is her collection created alongside Marc Jacobs. The American designer has launched his new line, understatedly named The Marc Jacobs, adopting the name of his personal Instagram account “@themarcjacobs”.
1 BRAND, 3 STORIES
After abandoning his Marc by Marc Jacobs brand in 2001, the designer unveils his new line this year, The Marc Jacobs. “We wanted to do something that is unlike the collections we are already doing, in that it is more ‘item-y’,” he explains. Hence the “The” at the start of the name of each item of clothing, with a unique identity.
Honouring the importance of things and their distinct purpose, Marc Jacobs has designed a line divided into three categories. The first “Trade-Marc” is made up of key rings, iron-on patches, socks and decorative stickers. Fun and highly imaginative accessories that add the perfect finishing touch to any look. “The items are things that you could put together to create your look. It is about pieces, not necessarily a head-to-toe look,” says Marc Jacobs.
For the second category “M-Archives”, the designer draws on the vintage trend, reissuing his iconic pieces. We find, for example, the cord trousers and famous horizontally striped jumper that he designed for the Perry Ellis label in 1993. Retro pieces that rub shoulders perfectly with Lotta Volkova’s designs for the “The Marc Jacobs” line. The designer’s friends, Sofia Coppola and Juergen Teller have also made their indelible mark on this colourful wardrobe. We thus find a silk shirt named “Sofia Loves”, the director’s favourite piece, and the German photographer’s works silkscreen-printed onto items in the collection.
With evening dresses, oversized bows, puff sleeves, two-tone tights and vibrant floral prints, Lotta Volkova offers sophisticated and lively pieces. A mix of patterns, a blend of colours… she has no qualms in boldly pulling out all the stops.
More affordable than his original label, the American designer’s new collection is now available on the Marc Jacobs brand website.