Good for the Sole

One of the new sponsors of Fashion Week, Brazilian sandal brand Havaianas grabbed attention in the tents with more than just a brightly colored booth. To build a stronger presence in the U.S., the company offered personalized sandals to attendees. Crowds of guests queued patiently to receive a pair of the popular flip-flops—choosing the colors and watching cute cabana boys create the footwear. As the make-your-own-sandal service was only available at certain times during the day, many were turned away, receiving bags of Havaianas-branded M&M’s, key chains, and cell phone charms instead.