Everything you need to know about Oscar-nominated actress Rooney Mara’s vegan fashion line Hiraeth.
Sometimes, life doesn’t work out as planned. When Rooney Mara was a little girl, she wanted to be a pet shop lady. Instead, she grew up to be an Oscar-nominated movie star.
Hiraeth was Mara’s idea, sprung from her lifelong passion for animal welfare. After a failed attempt to go vegan as a child, she succeeded about eight years ago. That led her to a broader embrace of vegan practices. “I wanted to also transition the other parts of my life to being vegan, especially my wardrobe,” she says. But she’s a fashion lover and, except for Stella McCartney, whom she considers a trailblazer and hero, she found scant options that suited her sartorial standards.
Where Mara, Schloat and Wong wanted to go was toward a fully vegan, fashion-forward look. Originally, they planned to start with footwear, the category with the fewest high-quality options. But in conversations with suppliers and contractors, the women soon adopted a broader view, one informed by Mara’s style that contrasts artful gentleness with a penchant for sturdy footwear.
Of great import to all three women is Hiraeth’s positioning as a fashion brand, and that its founding ethos should not compromise the quality, design or feel of the clothes. Hiraeth sources most fabrics and its vegan leather from Italy; organic cottons come from Switzerland, and some of the more technical fabrics, from Japan. To ensure transparency, Hiraeth buys directly from mills.
As for Mara’s other career, she will end a three-year break from acting this January when she starts shooting “Nightmare Alley” with director Guillermo Del Toro, also starring Bradley Cooper and, reportedly, Cate Blanchett. When posed the question of how she will juggle two time-consuming creative careers, she admits to uncertainty. “I honestly don’t know,” she says. “I am pretty single-minded.
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