Brazilian footwear brand Havaianas has launched its Autumn/Winter 2026 campaign in Scotland, taking over Raemoir House for a social media-led activation featuring a cast of Brazilian and European personalities.
Titled ‘Bossa of Cultures’, the campaign brings together Brazilian influences and Scottish traditions, with participants taking part in a series of activities and challenges at the country house.
The cast includes Spanish creator Maria Pombo, dancer Salif Gueye, fashion personality Vicky Montanari and choreographer Banana, alongside other European and Brazilian personalities. A Brazilian host guides the group through the experience, which also features the house’s resident corgi, Pudding.
The content is being rolled out across Havaianas Europe’s social media channels in a reality TV-style format, with audiences able to follow the cast as they navigate Scottish customs and cultural differences.
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The campaign builds on a longer-term effort by Havaianas to strengthen its presence in Europe throughout the year. In 2024, parent company Alpargatas appointed former Nike executive Harm van de Camp as President of its European business, with a brief that included driving year-round consumer engagement and supporting growth across the region.
Alongside the Scottish activation, Havaianas’ wider Autumn/Winter 2026 campaign includes content focused on festive gifting, New Year’s celebrations, winter escapes and summer memories, with a European rollout continuing through January.
The launch follows a series of fashion-focused collaborations for Havaianas, including its partnership with The Devil Wears Prada 2 in April. The limited-edition collection featured four styles under its Puffed Family range, marking a move towards more varied silhouettes and designs.