How Havaianas conquered fashion weeks around the world

The summer of 2023 has definitely been the summer of flip-flops. And the trend shows no sign of dying out. Indeed, there have been numerous appearances of flip-flops on the feet of fashion insiders in the past month, even many miles away from the beaches - and all of them have proven that not only are these shoes reputed to be the most comfortable ever (and indeed, they are) but also that it is possible to pair them with virtually every outfit thinkable, a feature that is inescapable for making them the stars of so many street looks seen around during fashion weeks in Copenhagen, Milan and London and even worn by members of the nss magazine's staff, like our Head of Social Ilaria Grande and editor-at-large Jordan Anderson, for their fashion week rounds. Of course, the world of flip-flops, as well as the culture surrounding them, is dominated by a single big name: Havaianas. In fact, for those who may not know, it was Havaianas that invented flip-flops as we know them today. Born in Brazil in the early 1960s, Havaianas found inspiration from the Zori, the traditional Japanese sandal whose soles were made using rice straw. With the birth of the green version, ironically born out of a production error, the success of the Havaianas exploded first in Brazil and then around the world, obviously giving rise to numerous attempts at imitation such that the manufacturing company first registered a patent for the model and later that for the flip-flop shape itself.

The shape of the flip-flops has since been imitated by brands large and small over the years, bringing in new materials and workmanship. But there is something no other brand can really imitate: the culture surrounding Havaianas flip-flops - that same culture and authenticity that has led them to appear in a huge number of fashion front rows today. Havaianas, more than the flip-flop it invented, represents an entire way of life, almost a monument to the culture of its native Brazil and the exuberance of summer life expressed through the colors that have always characterized the brand's products and that, in some ways, have also determined its success. And indeed Havaianas, already in its origins, had anticipated the informal footwear trend by decades, paving the way for the explosion of the various clogs, mules and slides that have appeared in the last decade. Clearly, this cultural aspect is what led the brand to initiate numerous collaborations with fashion brands around the world: from Helmstedt's very recent SS24 collection, seen at Copenhagen Fashion Week, to the recent drop with Japanese cult brand mastermind WORLD. But the brand has in its past collaborations with Saint Laurent, Valentino and Missoni among others.

Havaianas', after all, is an out-of-the-box way of understanding footwear, perhaps more casual but not inferior to more classic shoes. If last year it was Kanye West himself who gave the style his stamp of approval, wearing a self-produced crystal-covered model, which was not by Havaianas, right at fashion week, in the months since, the return of flip-flops and Havaianas even in the cities has been fueled by the new thirst for minimalism: the simplicity of flip-flops offers a refreshing contrast to the over-the-top footwear trends of the past, and flip-flops have proven to be the unexpected but perfect choice for outfits ranging from summer dresses to wide-leg tailored pants. In this sense, fashion show guests starring in many of the street styles are leading the way, proving that there are few looks that cannot be complemented by a classic pair of flip-flops.

There is indeed an irresistible appeal in pairing an elegant evening dress or a more tenical outfit with simple, casual rubber flip-flops. It is a statement of style that goes beyond the traditional boundaries of conventional fashion. A recognition, which came later this year, that could be linked to the revival of the 2000s or the popularity of Margiela's divisive Tabi's, but perhaps the truth is that wearing them (especially if in the city) immediately testifies to a confidence to which many aspire. Indeed, unlike, say, a pair of sky-high heels, flip-flops offer a different kind of beauty: that of one who is free to move effortlessly. In a world where fashion often demands discomfort and uncomfortableness, the success of Havaianas reminds us, and thankfully so, that style and elegance can coexist with comfort.