Saturday 20 December 2014

Mara Hoffman to design diffusion line with Havainas

Published 28/03/2014 | 09:17

NEW YORK, NY - FEBRUARY 08:  Designer Mara Hoffman walks the runway at the Mara Hoffman fashion show during Mercedes-Benz Fashion Week Fall 2014 at Lincoln Center on February 8, 2014 in New York City.  (Photo by Arun Nevader/Getty Images for Mercedes-Benz)
NEW YORK, NY - FEBRUARY 08: Designer Mara Hoffman walks the runway at the Mara Hoffman fashion show during Mercedes-Benz Fashion Week Fall 2014 at Lincoln Center on February 8, 2014 in New York City. (Photo by Arun Nevader/Getty Images for Mercedes-Benz)

Mara Hoffman is teaming up with Havaianas.

The designer has created a bright line of flip-flops with the footwear company, with the pieces based on her last Resort line. That was characterised by bold, psychedelic patterns, which will apparently be refreshed for the new collection.

"I’ve been a huge fan of Havaianas for years so it was an amazing opportunity to see them in some of my favourite prints," she told WWD. "[The] brands truly embrace beach culture in a fun and colourful way."

It's not the first time Havaianas has teamed up with a major designer. In the past Missoni, Sass & Bide and Matthew Williamson have collaborated with the company, with bosses choosy about who they decide to work with.

"All of our collaborations start first and foremost with a mutual admiration for each other," Havaianas vice president of marketing, Carlos Zepeda, explained. "Both of our consumers seek style and comfort and the partnership was a completely natural fit for the two brands."

The new line is called Havaianas + Mara Hoffman Collection and will be available to buy next month.

Last year, the flip-flop company announced plans to transform into a lifestyle brand. The main area it was looking at was seasonality, as it tried to become relevant all year round.

At the time, its US President, Marcio Moura, spoke about the "credibility" that working with fashion houses brought to the company.

As far as Mara is concerned, designing is all about improving people's lives and she is happy to do that however possible.

"Trying to bring happiness, make people feel good. I want people to feel good when they see these clothes, and more so when they wear them. I want them to feel confident and inspired, and that they’re special," she explained of her vision last year.

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