Sharing punk-themed energy, Heaven by Marc Jacobs creates some synergy through a collaboration with U.K.-based Bleach London, a U.K.-based hair color brand launched by hair stylists Alex Brownsell and Samantha Teasdale in 2010. Offered in a vibrant red, green or pink, the semi-permanent vegan formula dye is formulated with vitamin B5 and includes UV protection. Contrary to what the brand name implies, the dye contains no bleach, ammonia or hydrogen peroxide.
Tapping into the popularity of before and after photos, the campaign as photographed by William E. Wright, features models who are transformed from everyday normals to statement-making trend setters.
Commenting on the effort, which marks the first time a luxury brand has collaborated with a beauty brand, Heaven creative director Ava Nirui said, “There are so many parallels between the MJ/Heaven brands and the Bleach ethos. We are both super focused on alternative forms of self-expression and we draw from the same subcultures/scenes,” she says.
The effort with Bleach London follows on the heels of Heaven by Marc Jacobs collaboration with Japanese hairstylist Tomihiro Kono on a collection of hand-painted hair extensions and a collection of temporary tattoos designed by director Harmony Korine and Bladee, a Swedish rapper.
Priced at $30, all three colors are available in a 240 millimeter jar on marcjacobs.com.
Check out campaign images below.