VIVAIA, the eco-conscious footwear brand adored by celebrities and fashion insiders, debuted its first permanent UK store at Westfield London on September 12, 2025, marking a milestone in its global growth and commitment to the booming UK market. Within just five years of its 2020 launch, VIVAIA has become a phenomenon in sustainable, fashion-forward shoes, with London now surpassing New York as its top global market in 2024.
A Community-Driven, Immersive Hub
The London flagship offers more than just retail—it’s conceived as a connection hub designed to deepen the brand’s UK community, engage new shoppers, and serve as a touchpoint for immersive try-ons and events. The store’s interior reflects VIVAIA’s signature blend of soft minimalism and earth-inspired tones, echoing its sustainability focus and celebrity-endorsed modern elegance.
Sneakerina: The “It Shoe” Phenomenon
The highlight of the launch is VIVAIA’s “Sneakerina”—a ballet-sneaker hybrid derby flat featuring a triple-layer sole, foldable construction, and interchangeable laces. The Sneakerina has become a global shoe, embraced by the likes of Bella Hadid, Charli XCX, Lola Tung, Julia Roberts, and more. Since hitting the market in 2025, it has sold over 15,000 pairs in just two months, cementing VIVAIA’s place at the center of this season’s hottest footwear trend. The Sneakerina’s elegant profile, rich colorways, and versatile comfort are praised by both fashion editors and everyday shoppers, who cite wear-all-day satisfaction and style that transitions from denim to dresses.
British-Exclusive and Tailored Releases
Reflecting London’s influence as a trend capital, VIVAIA is rolling out exclusive products for the UK, such as the Cavalier King Charles Loafer—an embroidered nod to British heritage and the beloved spaniel. The approach illustrates the brand’s global-local philosophy: using regional retail spaces to offer bespoke designs, while debuting limited-edition drops that encourage in-person engagement.
Eco-Conscious Design and Materials
VIVAIA has won accolades for its sustainability focus, using recycled water bottles, sugarcane-based EVA, and natural rubber in its products. Shoes are machine washable, lightweight, and shipped in recycled packaging—making each pair a statement of ethical luxury and comfort. The company’s mission remains rooted in creating accessible, on-trend footwear that leaves a lighter footprint on the planet—an ethos reinforced by high-profile endorsements from eco-minded celebrities like Selena Gomez, Katie Holmes, and Oprah.
Celebrity Fandom That Drives Demand
From Bella Hadid and Charli XCX to Julia Roberts and Selena Gomez, A-listers across generations are repeatedly spotted in VIVAIA shoes—whether it’s the Sneakerina or practical-meets-chic flats. Celebrity appeal has fueled organic social proof, elevating the brand from cult favorite to global must-have.
A DTC Powerhouse Goes Brick-and-Mortar
Originally launched as a direct-to-consumer, digital-first brand, VIVAIA’s brick-and-mortar debut in the UK follows recent openings in New York City. The brand’s omnichannel expansion signifies a new phase: blending digital reach with in-person service and reinforcing community among its worldwide customer base.
Looking Ahead
With over 61 countries and regions served, an expanding sustainable lineup, and a star-studded fan base, VIVAIA’s UK debut is more than a store opening—it’s a testament to fashion’s growing appetite for eco-chic, accessible luxury. As Gen Z, millennials, and icons alike flock to Westfield London for their Sneakerinas and exclusive UK releases, VIVAIA is poised to continue shaping the future of sustainable footwear—one comfortable, planet-friendly step at a time.
