Introducing: Mark Jacobes. Who is this mysterious figure? Is he the new alter-ego of Marc Jacobs? Not quite. In a bold fashion move that gives power to bootleggers, Marc Jacobs collaborated with designer logo artist/stylist Ava Nirui on an embroidered hoodie. Nirui made a name for herself on the internet by reimagining high-end designer logos in new ways – for example, printing the LV monogram onto a teacups or Dior-ifying an inhaler. Currently, Nirui is the digital editor for Helmut Lang. This collaboration was announced last week and features a white hoodie with the words “Mark Jacobes est. 1985” embroidered on it in black, scrawled lettering. According to Nirui, this is a “real bootleg” and she noted in an Instagram caption, “I was making fake Marc Jacobs a year ago… life is crazy!” 

This isn’t the first time a fashion label has partnered with the Instagram cohort. For Alessandro Michele’s 2018 spring/summer runway, Gucci unveiled a collaboration with Instagram’s fashion copyright police @diet_prada. While the hoodie quickly sold out online, keep an eye out for it to drop at Marc Jacobs stores.