The Hiraeth Fashion Label is the Latest Endeavor of Rooney Mara
Justin Lam — February 23, 2018 — Fashion
References: vogue & luxurylaunches
Actress Rooney Mara has recently debuted her vegan Hiraeth fashion label with her best friend Sara Schloat. All the pieces offered by the label were made in Los Angeles and were visited and inspected personally by Mara. The name of the brand comes from the Welsh language and translates to something similar to homesickness, or a longing for a home you can’t return to. The pieces featured in this fashion line reflect this idea as Mara fights back against the disconnect between the producer and the consumer.
The first lookbook for the fashion label features dark and moody images, which keep with Mara's personal aesthetic. Being a vegan fashion label, Hiraeth does not use any leather, wool, silk or cashmere and instead uses top quality faux materials. The collection features quite a few faux leather, faux fur and faux silk items, and each piece evokes a sense of dark romance that plays on vintage inspiration and modernity. The Hiraeth fashion label has yet to announce a where its items will be sold, but the brand does already have a presence on Instagram.
The first lookbook for the fashion label features dark and moody images, which keep with Mara's personal aesthetic. Being a vegan fashion label, Hiraeth does not use any leather, wool, silk or cashmere and instead uses top quality faux materials. The collection features quite a few faux leather, faux fur and faux silk items, and each piece evokes a sense of dark romance that plays on vintage inspiration and modernity. The Hiraeth fashion label has yet to announce a where its items will be sold, but the brand does already have a presence on Instagram.
Trend Themes
1. Vegan Fashion - Disruptive innovation opportunity: Develop innovative and sustainable vegan materials to replace animal-based materials in the fashion industry.
2. Dark Romance - Disruptive innovation opportunity: Create fashion lines that combine vintage inspiration with a modern dark aesthetic.
3. Consumer Proximity - Disruptive innovation opportunity: Establish direct connections between producers and consumers in the fashion industry to bridge the disconnect.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Introduce vegan fashion lines using innovative faux materials to cater to the growing demand for cruelty-free fashion.
2. Textile - Disruptive innovation opportunity: Develop advanced vegan materials as alternatives to leather, wool, silk, and cashmere in order to reduce reliance on animal-derived textiles.
3. Retail - Disruptive innovation opportunity: Create platforms that facilitate direct connections between fashion producers and consumers, allowing for transparent and ethical consumption.
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