Global K-pop star Nayeon of TWICE has been named the face of VIVAIA’s Spring 2026 “Feel the Comfort” campaign—a first for the eco-conscious footwear brand, which has never before partnered with a celebrity for a brand campaign.
Shot against the streets of New York City, the campaign shows Nayeon moving through a modern urban landscape with the kind of quiet confidence that has made her one of the most recognisable figures in contemporary pop culture. She wears two hero styles from the new collection: the satin Jogger Sneakerinas and the iconic Margot™ Mary Janes—silhouettes designed to balance softness with structure and femininity with function. When asked what comfort means to her, Nayeon’s answer was disarmingly simple: “When I am being my true self.”
The Campaign Film
The “Feel the Comfort” campaign film follows Nayeon through the rhythm of Manhattan—getting ready, stepping out, and moving through the city with ease. Beyond the shoes themselves, the film spotlights the VIVAIA Sneakerina Music Box, a customised offering featuring interchangeable shoelaces and charms that invites wearers to make the style entirely their own.
The Spring 2026 Collection
Vivaia’s Spring 2026 collection brings together four styles that each approach comfort from a different angle. The Jogger Sneakerinas reimagine VIVAIA’s viral satin Sneakerina with a supportive bubble outsole, eco-friendly fabric, and a foldable, machine-washable design that makes it as practical as it is playful. The Margot™ Mary Jane—Nayeon’s personal pick—takes VIVAIA’s most iconic square-toe flat in a new direction, co-created with French artist Léa Morichon, whose hand-drawn florals sit beneath a sheer mesh overlay. For something with a retro edge, the Hybrid Mary Janes pair breathable mesh with a bubble sole and come with complimentary charms for personalisation. Rounding out the lineup, the Margot™ Mary Jane 3.0 refines the classic silhouette with expanded toe room, triple-layer forefoot cushioning, and enhanced arch support—proof that a sleek flat and all-day comfort are far from mutually exclusive.
Nayeon, who wore the Margot™ Mary Jane throughout the shoot, was quick to explain the appeal: “It’s simple and comfortable. I especially love the soft cushioned insoles.” Her approach to getting dressed reflects the same sensibility. “Being trendy is very important,” she said, “but it has to be comfortable all the time.” First impressions of the range? “They felt very comfortable and amazingly light.”
The VIVAIA Spring 2026 Collection is available now at VIVAIA.com and select retail stores in Malaysia.
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