Havaianas is more than just the world’s most iconic flip-flops – it’s a fashion brand designed for a free life. That’s why we decided to take a stand against something that’s the opposite of fashion freedom, and the very use of Havaianas: dress codes.

The Vogue Ball is the most fashion-forward and famous gala in Brazil, and every year it has a different theme. 2022’s was “Fantastic Brazilianness”.

That’s why we hired Brazilian surfer and influencer Pedro Scooby to match his beautiful Balmain outfit with a pair of Havaianas. After all, no item could be more fantastically Brazilian – and dress-code-free – than a pair of Havaianas. That’s how we showed that you can live a dress-code-free life even if you’re at the biggest, most fashionable gala in Brazil.

“Designed for a free life” is Havaianas’ new stance. And a dress code is something that definitely doesn’t go with freedom. So that’s why we decided to take a stand.

At the 2022 Vogue Ball, Brazil’s most fashion-forward and famous themed gala, where the theme was “Fantastic Brazilianness,” we hired Pedro Scooby, a Brazilian surfer and influencer, to match his Balmain outfit with a fantastically Brazilian item: a pair of Havaianas, the most famous flip-flops in the world. And that was only possible because we found a loophole in the Vogue Ball’s strict dress code: while they have a long list of forbidden items, if an item is considered on theme, it’s allowed.

On Scooby’s Instagram, a post revealed that we were together. And the internet went wild, making Scooby’s outfit the hottest topic of the night and showing that he can truly lead a dress-code-free life.

At the 2022 Vogue Ball, the most famous and most fashionable themed gala in Brazil, Havaianas found a loophole in the strict dress code: while there was a long list of forbidden items (including flip-flops), if an item is considered on theme, it’s allowed. The 2022 theme couldn’t be more perfect: “Fantastic Brazilianness.” And no item could be more fantastically Brazilian than a pair of Havaianas.

We hired Brazilian surfer and influencer Pedro Scooby to match a pair of Havaianas with his Balmain outfit. Once he set foot on the red carpet, all eyes were on him.

Posts and headlines started to pop up from the very first moment he arrived. On Scooby’s social media, we revealed that we were together, crashing the internet, making Scooby’s outfit into the hottest topic of the night, and strengthening our connection with the public.

Havaianas found a way to get into the most fashion-forward and famous themed gala in Brazil: the Vogue Ball.

Despite the strict dress code, we found a loophole: while there was a long list of forbidden items, if an item is considered on theme, it’s allowed. The 2022 Vogue Ball theme was: “Fantastic Brazilianness.” And let’s be honest, no item could be more fantastically Brazilian than a pair of Havaianas.

That’s why we hired Brazilian surfer and influencer Pedro Scooby to match his beautiful Balmain outfit with a pair of Havaianas. Led by content on Scooby’s Instagram, revealing we were together, our stunt made Scooby’s outfit the hottest topic of the night. Everyone talked about it, even the party host, Vogue Brazil.

The Dress-Code-Free Vogue Ball provoked +94mm impressions and 87% of brand talkability.

The highlight of the 2022 Vogue Ball was the moment when Brazilian surfer and influencer Pedro Scooby showed up, wowing the public in his beautiful Balmain outfit and a pair of Havaianas, the most famous flip-flops in the world, showing that he can lead a dress-code-free life even if he’s on the red carpet at the most famous and most fashion-forward event imaginable.

The repercussion of the event increased spontaneous awareness for Havaianas and on Instagram we gained 4.8k new followers during the event.