Flip-flops, thongs, sandals, jandals. However you know them, the flat-soled, Y-strap shoe dates back to as early as 4000 BC, first spotted in Ancient Egyptian murals. They are listed as one of Queensland’s top 150 cultural icons, alongside Steve Irwin and the Great Barrier Reef. Bhad Bhabie and Lil Yachty wrote a song about them, the Dalai Lama loves them, and today (March 17), supermodel Gigi Hadid has proclaimed her love for them too, becoming the global brand ambassador for Havaianas.
They’re one of the oldest and most divisive forms of footwear, but in the thousands of years since their invention, no other shoe has come close to challenging their title as the go-to beach companion. They’re lightweight, inexpensive and just about the easiest shoe to slip on. It’s thanks to their practicality that, after 6,000 years, they’re still going strong.
But fashion has not always favoured practical dressing. Flip-flops have fallen in and out of fashion repeatedly for the past 60 years, since Brazilian brand Havaianas was founded, popularising them initially with blue-collar workers. By the mid-60s, almost every worker in Brazil wore a pair of Havaianas – though at first, they only came in blue and white colourways. When a batch accidentally came out bright green, they surged in popularity.
Gradually, Havaianas transformed flip-flops from practical to fashionable, and in 2000, the brand went global. By the early 00s, the likes of Nicole Richie, Kim Kardashian, and Ashley Olsen were all styling them with their metallic triangle bikinis, sarongs and hoop earrings. Beyond the beach too, Havaianas have featured in catwalk shows from Jean Paul Gaultier to Saint Laurent, partnered with Swarovski, and even jumped on modern trends with new styles like the square toe.
In recent years, the popularity of Y2K fashion has seen the renaissance of brands like Havaianas, Miss Sixty and Von Dutch, with flip-flops seen on the front row of international fashion weeks, being worn by the likes of Addison Rae, Iris Law and Elle Fanning. They’re a hit on TikTok too, with Gen Z customising their styles by adding personalised charms to the Y-strap. Jennifer Lawrence even wore flip-flops to the Cannes Film Festival in 2023, her toes peeking out from beneath her scarlett Dior gown.
If flip-flops sent ripples through fashion last summer, this year they’ll be making major waves – starting with Gigi Hadid. “To be the Havaianas global ambassador is surreal, and a bit nostalgic,” said Hadid. “Growing up at the beach, I can’t remember a time when I wasn’t wearing this summer staple. I’m very excited to be working with this team and I love that Havaianas is making a comeback. I’ll make flip-flops work from Paris to New York to the beach.” The LA-born model is known for her all-American surfer girl aesthetic, complete with fresh-from-the-ocean tousled blonde locks, making her the perfect fit as brand ambassador.
In the new campaign, Hadid wears the Slim Point and Brazil Logo styles (a 00s classic) – with the metallic version proving that silver shoes are so hot right now. “Flip-flops are having a major moment,” says Maria Fernanda Albuquerque, global marketing vice-president for Havaianas. “This summer staple has evolved from humble beginnings into being a celebrated fashion statement. In this context, we are very proud and excited to announce Gigi Hadid as our new global ambassador. With the endorsement of this global fashion icon, we aim to elevate flip-flops to new heights of style and recognition.”
Flip-flops were also a big part of the SS25 shows that took place last September, hitting stores and making their way into wardrobes just in time for spring. Iterations of the thong sandal made its way onto the catwalks of Aaron Esh, 16Arlington, Dior, Miu Miu and Ferragamo – some with heels, some with ballet ribbons and some with an athleisure twist. Last year we heard rumours of the return of the flip-flop, but this year, we’ll see the proof. Just as it's spelt out for us in the slogan – “the legitimate ones” – if you really want to be in the know, Havaianas are the way to go.