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  1. Venues & Destinations
  2. United States
  3. New York

Havaianas Highlights Roots With Brazilian Market-Themed Press Preview

Anna Sekula
March 25, 2011

In the last five years, fashionable flip-flop brand Havaianas has popped up at a number of events, expanding its presence in the U.S. through promotions during New York Fashion Week, spring break in Miami, and the FIFA World Cup that play up the colorful footwear and accessories with personalization stations. For the first time this spring, the brand, which hails from Brazil, will allow consumers to customize their own rubber sandals online. On Wednesday night, Havaianas previewed the offering alongside a new collection of closed-toe shoes.

About 60 editors turned out for the event, which took over the Havaianas showroom in SoHo and featured decorations inspired by food markets from the brand's native country. Christine Stucker and James Veal of Beau & Bear styled the space, crafting a floral market, fruit stand, caipirinha bar, and wall of shoes, while Ome Caterers served a selection of Brazil-inspired treats.

Bedecked in bright colors, the scenery mirrored the relaxed and festive aesthetic of Havaianas, incorporating the brand's popular footwear alongside food and drink stations marked with weathered wood signs, bunches of bananas and pineapples, and plain burlap cloths. Overhead, multicolored strips attached to strings added to the South American setting and resembled the shape of flip-flop straps. As a fun way to incorporate a station for the editors to personalize a pair of sandals, the design and production team created a fruit stand, showcasing the array of straps, bottoms, and pins alongside dozens of apples, limes, oranges, bananas, and lemons.

Equally as colorful was the menu—miniature sweet and savory dishes displayed on bright platters and tiered trays. Treats included coxinha (street-food-style chicken croquettes), pão de queijo (cheese bread buns), brigadeiros (chocolate truffles), and miniature dulce de leche tarts.

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Photo: Hal Horowitz
On Wednesday night, Havaianas invited 60 editors to a preview of its spring collection, entertaining the guests at its showroom with Brazilian bites, market decorations, and music.
On Wednesday night, Havaianas invited 60 editors to a preview of its spring collection, entertaining the guests at its showroom with Brazilian bites, market decorations, and music.
Photo: Hal Horowitz
Bedecked with the brand's colorful flip-flops, the stations throughout the space took on a street market look. For instance, the bar, which served caipirinhas made with Leblon cachaça, was marked with a rugged-looking wood sign.
Bedecked with the brand's colorful flip-flops, the stations throughout the space took on a street market look. For instance, the bar, which served caipirinhas made with Leblon cachaça, was marked with a rugged-looking wood sign.
Photo: Hal Horowitz
Havaianas is planning to launch its first collection of closed-toe shoes in the U.S. this summer and provided editors at the event a sneak peek at the offerings.
Havaianas is planning to launch its first collection of closed-toe shoes in the U.S. this summer and provided editors at the event a sneak peek at the offerings.
Photo: Hal Horowitz
Brightly colored Brazilian bites complemented the array of Havaianas flip-flops, hung artfully on white wall panels.
Brightly colored Brazilian bites complemented the array of Havaianas flip-flops, hung artfully on white wall panels.
Photo: Hal Horowitz
The menu included dishes like traditional brigadeiros (Brazilian-style chocolate truffles), small portions of flan, mini banana doughnuts dusted with cinnamon and sugar, and pint-size dulce de leche tarts.
The menu included dishes like traditional brigadeiros (Brazilian-style chocolate truffles), small portions of flan, mini banana doughnuts dusted with cinnamon and sugar, and pint-size dulce de leche tarts.
Photo: Hal Horowitz
As a fun way to incorporate a station for editors to personalize a pair of flip-flops, Havaianas created a fruit stand, matching the colors of the sandal straps to the hues of fruits on display.
As a fun way to incorporate a station for editors to personalize a pair of flip-flops, Havaianas created a fruit stand, matching the colors of the sandal straps to the hues of fruits on display.
Photo: Hal Horowitz
Customizing flip-flops was previously only offered at events and promotions, but this year Havaianas will allow the public to pick their own straps, bottoms, and pins online.
Customizing flip-flops was previously only offered at events and promotions, but this year Havaianas will allow the public to pick their own straps, bottoms, and pins online.
Photo: Hal Horowitz
The event also allowed editors to browse the current spring collection of sandals.
The event also allowed editors to browse the current spring collection of sandals.
Photo: Hal Horowitz
A table by the event's exit was stocked with mini upside-down pineapple cakes and Brazilian 'wish ribbons.'
A table by the event's exit was stocked with mini upside-down pineapple cakes and Brazilian "wish ribbons."
Photo: Hal Horowitz
As they left the event, editors could grab a bucket of flowers as a take-home gift.
As they left the event, editors could grab a bucket of flowers as a take-home gift.
Photo: Hal Horowitz
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