Shove aside your duvets and hide your laundry chair because this season fashion’s hottest editorial location is… the bedroom. Since lockdown restrictions set in last year, our worlds have become quite a bit smaller than they were pre-pandemic. For those of us who aren’t essential workers, our homes have become our offices (and gyms, and pubs, and galleries), while our bedrooms have transformed into our studios and our Studio 54s.   

With options thus limited, many creatives have turned their gaze local and have been finding inspiration a little closer to home. Among them are alternative model reps No Agency New York, whose seasonal show package this month takes the form of a self-styled selfie shoot that finds the models in their own bedrooms.

From its founding in 2016, No Agency have stood firm by their philosophy of giving their talent opportunities to have a voice outside of modelling. Often, this has meant handing over the creative reins of the agency’s show packages to the models themselves. For SS19, the models turned the camera on each other for a shoot at an abandoned 100-year-old convent, while AW19 saw an all-selfie show package give models full creative control over their own presentation.

This season, thanks to pandemic restrictions, No Agency have revisited these familiar techniques and given their talent free rein to lead on a selfie shoot that celebrates the imaginative creativity that comes from having to make do with the little you have at your disposal. Partnering with Marc Jacobs’ Heaven, the shoot finds the models in their own bedrooms, wearing their own clothes alongside pieces from the brand’s first collection. 

“Marc Jacobs has really been a day one inspiration for the agency. The Juergen Teller ads, MJ’s first, of Kim Gordon performing are kind of perennially moodboarded here,” says founder Alex Tsebelis. “They were a natural first ask to partner on this once we decided to do something self-directed and shot at home, but really developed creatively and pushed in a strong direction.” 

Launched last year, Heaven, a collaborative project between Marc Jacobs and Ava Nirui, pays homage to nostalgic pop culture obsessions, ranging all the way from Gregg Araki right through to legendary Japanese street style mag FRUiTS. The show package, “No Agency New York in Heaven by Marc Jacobs,” evokes a similar atmosphere of cultural nostalgia albeit with the added presence of iPhones.

Not since we were teenagers have we spent this much time confined to our bedrooms, and the campaign taps into these feelings of being all dressed up with nowhere to go. Toying with notions of time and teen wistfulness, the images, full of models decked out in Heaven’s vintage motifs, call back to generations of style past while at the same time looking forward to the fashion future represented by the talent captured within them. And while the images have a distinctly lo-fi look, every photograph was captured on an iPhone and each talent has been given their own custom QR codes, a virtual key to unlock their individual No Agency New York portfolios.

“Because Heaven is graphic and wearable it integrated perfectly with people’s existing wardrobes and the overall look of the editing and design was wholly informed by that,” says Tsebelis. “They’re an amazing creative partner because they trust our talent to make something great and also make it their own.”

Head to the gallery above to see the full AW21 show package.