While the Birkenstock sandal or mule (clog) has established itself for several years as a multi-purpose open shoe for the summer, Havaianas tries to compete with it. And since we see them on the feet of many fashionistas nowadays, we would be tempted to believe it. But how to wear it, without looking like you got lost on the way to the beach? Anatomy of a trend.
Is wearing flip-flops in the city really credible from a fashion point of view? In July 2023, Lena Situations rhymed with the arrival of summer by wearing this barefoot style. As the caption specifies, it was obviously an advertisement for Havaianas, which had more than 1 million views.
@lenasituazioni
sorry but flip flops outside the beach really taste like summer 💖 @havaianaseurope #havaianasmoment #ootd #grwm advertising
♬ original sound – Lena Situations
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How Havaianas stands out on the feet of fashion influencers
In fact, during 2023, commercial collaborations seem to have followed one another in an attempt to further establish Havaianas in Europe, as also illustrated by the publication of the Polish fashion influencer Marta Wójcik.
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In the case of Tina Kunakey, for example, she specifies in her publication on Instagram in Havaianas and evening dress (published in February 2024, it’s a little early to risk it but why not) that it is a commercial collaboration.
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As what appears to be an activation marketing strategy on the part of Havaianas Europe (sending products to major fashion influencers for free, in the hope that they will wear them and help launch a fashion trend) appears to be paying off as the summer 2024. In fact, we’re already seeing ordinary people adopt them while it’s just starting to get warm.
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In short, there are many conditions for Havaianas to become an option seriously considered by fashionistas for the summer. Not just on the beaches, yes, even in the city, at your own risk.
How to wear Havaianas in the city without looking like someone looking for the beach
In practice, it is therefore better to wear Havaianas flip-flops (or any other brand, since you are not paid by the Brazilian brand, in fact) which belong to a very relaxed style register with a much more formal one. These sandals can tone down an evening dress worn during the day, a short sleeveless suit at the office on a hot day, or even a white polo shirt with a pleated skirt (#Tenniscore).
But of course you can also wear them with a beach dress in the city, and no one will stop you, not even the style police, if that’s what makes you happy.
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Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
