HAVAIANAS

Sep 2025

For its latest seasonal push, Havaianas captures the quintessential spirit of coastal leisure in its Brazil Logo Summer Campaign for the Australian market. Photographer Claire Wallman leans into a high-key aesthetic, utilizing bright, direct natural light to evoke the effortless warmth and sun-drenched vibrancy that define the brand’s heritage. The campaign, which operates firmly within the footwear and fashion industries, feels both aspirational and grounded through its focus on authentic lifestyle photography. By framing talent against rocky outcrops, weathered wooden piers, and the shimmering blue expanse of the shoreline, Wallman creates a visual narrative that places the iconic flip-flops at the heart of the summer experience. The execution moves seamlessly between editorial portraiture and commercial imagery, employing a saturated color palette that accentuates the playful, vibrant textures of the styling, from crochet skirts to classic rubber-strapped footwear. Each composition is treated with a clean, minimalist approach to the overlays, ensuring the iconic red logo remains a bold anchor in the frame. By capturing the tactile nature of the coast—windblown hair, salt-kissed skin, and shifting light—the project successfully transports the viewer into a relaxed, carefree mindset. It is a masterclass in seasonal brand positioning, relying on sharp, naturalistic visuals to reinforce Havaianas as an essential companion for the long, sun-filled days of the southern summer season.

Lifestyle, Commercial

Natural light

Footwear, Fashion