Havaianas has launched the Sakura 2022 special collection to celebrate the beginning of Spring in Northern hemisphere. The collection designed by Livia Shimamura, a Brazilian-Japanese graphic designer, is available across 10 markets in the APAC region. This is the second year Havaianas designed a special Sakura collection.
Inspired by the “cherry blossom” season, the Sakura 2022 collection features two styles made in Brazil: Slim & Luna. Both Slim and Luna are available in ballet rose colorway. Slim adopts the transfer offset technique, and is adorned with a metallic rose gold pop up logo on pink straps with sakura prints.
Havaianas launches this collection with a campaign focusing on a universal language that is unlimited to nationalities and territories – DANCE. Havaianas collaborates with 4 energetic female dance influencers, including Haruna Kunisawa (@harunakunisawa) , a Japanese choreographer, dance studio founder, and Danie Chan (@danie_c), a popular Hong Kong based dancer, in carrying out a 360 social activation. Dance challenges on Instagram and virtual flash mobs via Instagram live are launching in various markets.
To bring customers an authentic hanami (Japan’s traditional custom to enjoy the transient beauty of sakura flower) experience, Havaianas also created an Instagram and Facebook filter to provide an immersive experience to online users. Havaianas stores will also boast cherry blossoms decorations.