Marketing Excellence Awards 2023 Singapore
Havaianas encourages everyone to 'Bloom in your own way' with regional campaign

Havaianas encourages everyone to 'Bloom in your own way' with regional campaign

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Brazillian lifestyle brand Havaianas has unveiled a regional campaign BLOOM IN YOUR OWN WAY introducing its limited-edition Sakura 2023 collection across 13 markets in APAC including Philippines, Indonesia, Vietnam, Taiwan, Singapore, Malaysia, amongst others. Echoing the brand’s vision of living a free life, the new collection aims to empower those wearing the designs to express their uniqueness and bloom in their own way.

The collection introduces three new beautiful designs – Slim Sakura, You St Tropez Sakura and Flash Urban Sakura – each fit for different occasions and personalities, allowing everyone to embrace their true self. The Sakura 2023 collection conveys the spirit of renewal in spring and the idea of refreshing your footwear as we move towards the summer. Sakura also tells the story of ‘life is short but beautiful’, and this limited-edition is a reminder of how to live one's best life and feel liberated while pursuing passions. This collection was designed to encourage everyone to embrace their uniqueness, own their narrative, and bloom alongside peers. 

haha products

The BLOOM IN YOUR OWN WAY campaign features three talents, each with unique backgrounds and personalities, to showcase three distinct fashion forward products – Slim Sakura, You St Tropez Sakura, and Flash Urban Sakura. All three styles are available in ballet rose colourway along with timeless and pristine geometric prints of Sakura petals. Whether someone is running errands, eating out with friends or celebrating a special occasion, there is a style fit for all moments.

The Slim Sakura style worn by Pui Yi Leung, an influencer who plays multiple sports and tries her best to live in the moment, reminds everyone to look after not only their body but also the mind. Slim Sakura is designed with a key focus on wellness, as one is bound to feel empowered and renewed when caring for their physical and mental wellbeing. This style has geometric prints on the sole and light pink straps with Sakura pins, allowing for as much room as possible to stay active.

You St Tropez Sakura worn by Candela Contrera, a professional model who is often travelling and on-the-go, is suitable for the busy city girl who is always working towards her personal and professional goals. Featuring a fabric bow and graceful Sakura prints, the slip-on design is the ideal choice to match the chic and fast-paced city lifestyle that empowers the wearer to be their best self.

3 girls

The Flash Urban Sakura’s sandal style with straps around the ankle and delicate Sakura pins on the front, is designed to help Hara Sung, a university student who loves capturing every bit of life with her camera, on her mission to discover new exciting adventures. This style keeps curiosity at its heart and helps one to explore their surroundings as well as their inner beauty, and helps them express themselves more freely.

The collection is available in all participating stores across Asia Pacific and they will also be furnished with cherry blossom decorations to celebrate the union of the affective memory of Japan with Brazilians. 

“For the third year in a row, we are introducing our campaign to mark the beginning of spring and capture the essence of sakura, by bringing together the beauty of Japan and the magic of pink petals. This year’s campaign 'Bloom in Your Own Way' aligns with our brand motto of ‘designed for a free life’ as we hope that wearing the new limited collection will encourage people to live every moment to the fullest, and with the confidence to pursue their dreams,” said Danielle Panissa, Havaianas APAC brand and product director.

MARKETING-INTERACTIVE has reached out to Havaianas for additional information.

Related articles:

Havaianas looks for double-digit growth yearly in APAC region in the next 5 years
Havaianas APAC aims to collect 10% of flip flops via recycling initiative
How Havaianas plans to position brand in Asia as it invests US$50m to expand regional footprint
Havaianas revamps storefront on Tmall


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