Millennial Fashion Hi-Jacker Ava Nirui Is Revolutionizing Trends One Creative Bootleg At A Time

Brooklyn-based social media star and trendsetter, Ava Nirui has become the new face of viral bootlegging fashion campaigns resulting in collaborations with globally renowned luxury brands like MoMA and Marc Jacobs.

Initially based in Australia, Ava made a move to New York in early 2013 after a few successful fashion bootlegs. She started off by adding her own spin to everyday products using luxury brands, for instance a Louis Vuitton Barbie, vests made from Prada dust bags and high-end Christian Dior inhalers.

Her offbeat sense of satirical humor and unique take on the concept of luxury brands made her stand out as a creator and garner immense attention especially from millennials, who found this newfound perspective on brands absolutely fun and entertaining.

Today, while she has nearly 220k followers on her Instagram @avanope, where she shares her reinterpretations of top luxury brands logo, this was not where she thought her work would reach today.

According to her, she did not start out to create viral content on fashion brands but simply started these small experiments as part of her personal project to see how far this idea could work.

As a result of immense creativity and a specific viral campaign where Ava wore an outfit that purposely misspelled the brand Marc Jacobs as Marc Jacobes, instantly caught the attention of multiple brand enthusiasts and the team at the globally popular brand.

Intrigued by her creative visualization, Marc Jacobs offered her a permanent position as special project director at the company.

Eventually, she went on to release a collaborative collection called ‘Heaven’ featuring designs and conceptualizations by Ava X Marc Jacobs.

The designs were based around teenage nostalgia and was an instant success with top celebrities like Bella Hadid and Iris Law representing the collection. It featured cropped t-shirts, pleated skirts and nylon bags, all inspired by Gregg Araki’s typography and imagery, which she considers to be extremely relevant in todays generation.

Being observant of trends and cultures on TikTok, Ava believes that the current generation is extremely fun, talented and creative whilst being more environment conscious.

More than monogramming they love thrifting and while there are some kids who still love logomania, the trend is definitely starting to die down.

With the second instalment of Heaven around the corner, people can expect a lot more variety as she has ventured into a lot more with jewelry, bags and accessories as part of the collection.

The Ava X Marc Jacobs second Heavens collection is all set to drop in March 2021.