havaianas — Tég, Creative Intelligence Bureau

Havaianas
+ Dolce&Gabbana

Collab, Campaign design,
Creative direction,
Content strategy, 3D

A global content strategy and creative direction to introduce a historic fashion collaboration: havaianas and Dolce&Gabbana come together for the first time in an exclusive limited edition collection that combines Brazilian lifestyle with Italian creativity.

There's an image that has long left its mark on the minds of fashion enthusiasts: the unmatched design of Brazilian flip-flops infused with signature prints of an iconic Italian fashion house. Havaianas—globally renowned brand for transforming flip-flops into a lifestyle symbol since 1962—has joined forces with Dolce&Gabbana, one of the world's leading luxury fashion houses, in a historic collaboration. The drop turned into a true cultural moment, placing havaianas at the center of digital conversations and sparking global desire for an exclusive pair.

The havaianas x Dolce&Gabbana collection bridges Brazilian and Italian cultures, unveiling a collaboration that combines Made in Italy elegance with the spirited essence of Brazil's lifestyle. The unmatched havaianas’ Top design, reimagined in four styles, pays tribute to Dolce&Gabbana’s most iconic prints. The ‘Classics’ showcase the bold Leopard and monochrome Zebra, signatures of the brand’s legacy in animal prints. The ‘Icons’ celebrate Southern Italian heritage through Carretto Siciliano and Blu Mediterraneo, both inspired by the traditions of craftsmanship. Each pair features all-over prints, velvet straps, pearly Dolce&Gabbana pins, and a metallic havaianas logo.

To elevate the positioning of the collaboration and translate the convergence of two powerful icons, Tég © Creative Intelligence Bureau, alongside havaianas' Global Creative Studio, was tasked to develop and execute a strategy for the launch. The project aimed to amplify the collection's cultural relevance through a global communication across all brand channels—aligned for havaianas’ key markets, including Brazil, US, Europe, and Asia.

We showcased the luxury and exclusivity of the collection through visually impactful assets, including social shooting and short-form video—crafted to feel native to havaianas’ channels and resonate with its audience. Tactile executions invited the audience to zoom in on the collection, exploring moodboards, sensorial textures, graphic elements, and intricate product details. Through a global content roll out, we built anticipation, sparked desire, and generated buzz around the collaboration, reaffirming havaianas fashion credentials on a global scale.

To broaden the horizon of conventional image-making, the project also included a series of 3D videos created in partnership with multidisciplinary CGI artist João Costa. These dynamic and engaging assets celebrated the style of the havaianas x Dolce&Gabbana special packaging—designed with matte lamination, metallic prints, and golden embellishments—and extended the exuberant codes of the collection into a fully digital-first experience.

The successful limited-edition partnership collection was sold in Havaianas-owned stores and selected boutiques around the globe, including a special pop-up store at JK Iguatemi Shopping in São Paulo, as well as Selfridges in London, Galeries Lafayette in Paris, and Rinascente in Milan. A special global event took place in Milan during Men’s Fashion Week, gathering an A-list of guests including influencers, celebrities, and specialized press.

To further reinforce the campaign’s communication across all brand activations, we developed a custom print that merged all four signature Dolce&Gabbana patterns into a single visual asset. This graphic motif served as the foundation for a modular grid system, adaptable to various formats and touchpoints—including window displays, wholesaler setups, and packaging design.

We also created out-of-home media activations, directing audiences to discover the collaboration at stores and pop-up locations. A distinctive visual language was crafted using both brands’ logos in golden accents, elevating the premium positioning of the partnership with a unique graphic signature. The copyline “Meet our new collab” helped to reinforce the invitation to explore the products and collection, sparking audience curiosity.

Together, these powerful outlets amplified the brand visibility on a global scale, unleashing creativity and embodying havaianas’ irreverent spirit alongside Dolce&Gabbana’s opulence.

Better than breaking the internet
– We've boosted sales.

The collaboration’s resounding success proved the power of two iconic fashion brands coming together. Throughout the campaign, we not only saw a high engagement on the content, but also immediate buzz around the globe, underscoring the brand's strategy to go beyond cultural moments and become part of major digital conversations.

The positive sentiment around the partnership also reinforced the status of flip-flops as a must-have accessory, securing their place in the contemporary wardrobe—just as luxury fashion houses began releasing their own versions, cementing the category’s relevance in high fashion.

DGxhavaianas was the cover story of L’Officiel Brazil and featured in fashion media outlets including Business of Fashion, Fashion Gone Rogue, Vogue Spain, and Vogue Brazil.