Heaven — the Marc Jacobs sublabel led by Ava Nirui — has taken an unexpected turn with the release of its latest campaign. Instead of a model or a celebrity, the art director decided to tap M3GAN, the creepy dancing AI robot that hit theaters earlier this year.

The visuals, shot by Harley Weir and styled by Danielle Emerson, follow Heaven’s previous release focusing on various subcultures, including a collaboration with Wong Kar-Wai. This time around, the spooky robot is captured wearing an oversized hoodie paired with a denim mini-skirt, completing the look with chunky knee-high boots. With the campaign, M3GAN joins the likes of Nicki Minaj as Heaven’s model.

“What the f-ck,” “y’all just be doing anything,” followers commented on the Instagram post, while others seemed to enjoy the campaign. “I need that f-cking jacket,” “looking camp right in the eye,” other users wrote.

Take a look at the campaign starring M3GAN for yourself down below. You can head over to Heaven by Marc Jacobs’ website to shop the label’s current season offerings.





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