The queen of the endless scroll, Tarayummy, has traded in her vintage tees and self-deprecating vlogs for a heavenly new gig. The influencer, whose internet reign began with “teenager forever” selfies and relatable rants, is now the official face of Gen Z’s cult brand, Heaven.
Tarayummy’s collaboration is a technicolor trip down a Y2K rabbit hole. Think Tumblr aesthetics meet a sugar-rush fantasy. Picture her channeling a mischievous cherub, rocking Kiki boots and graphic tees alongside distressed cardigans and bow-adorned skirts. It’s a look that’s equal parts grunge and hyper-feminine, a signature blend for the brand.
But the real magic lies in the accessories. Tarayummy isn’t afraid to embrace the full Heaven experience. She’s crowned with a kitschy Candy Cameo tiara, her neck adorned with the chunky Neon Ladyland choker. The finishing touch? Musette earrings that whisper of both angelic innocence and devilish playfulness. It’s a perfect embodiment of Heaven’s duality – a world where sugar-coated sweetness meets a touch of darkness.
This campaign follows hot on the heels of Heaven’s dark fairytale fashion show, where stars like Ice Spice, Solange, Hayley Williams, and Grimes cavorted through a fantastical landscape. From deep, inky forests to heart-shaped bathtubs, the runway presentation was a testament to the brand’s ability to push boundaries and blur the lines between reality and imagination.
Now, with Tarayummy at the helm, Heaven is ready to take its playful rebellion to a whole new generation. It’s a match made in internet heaven – a queen of digital disruption meeting a brand that thrives on pushing the envelope. Buckle up, because this collaboration promises to be anything but ordinary.
Photos: Heaven / Marc Jacobs