Rooney Mara created her apparel brand HIRAETH after becoming inspired to give her wardrobe a vegan makeover.The Girl with the Dragon Tattoo star gave up all animal products eight years ago and started throwing out clothing that wasn’t vegan, which even…
Rooney Mara created her apparel brand HIRAETH after becoming inspired to give her wardrobe a vegan makeover.
The Girl with the Dragon Tattoo star gave up all animal products eight years ago and started throwing out clothing that wasn’t vegan, which eventually prompted her to launch a ready-to-wear fashion and accessories line featuring only plant-based materials.
”I wanted to also transition the other parts of my life to being vegan, especially my wardrobe,” she told reporters at WWD when asked about the inspiration for HIRAETH. ”It came from a selfish need of not wanting to give up wearing my favourite things, but also not being able to find an alternative for them that was high quality. I don’t need to wear combat boots. I can wear Converse every day. It’s more of a desire.”
Rooney, who considers designer Stella McCartney to be her fashion hero, looked to her own personal style to design pieces for HIRAETH, which she launched alongside partners Chrys Wong and Sara Schloat in early 2018.
”I’ve always really liked a romantic, Gothic aesthetic, but then I also have a minimalist side to me, so it’s kind of trying to marry those two together,” the 34-year-old shared, before adding that she doesn’t see herself in the role of creative director permanently. “I want to hire a real designer because I am not a real designer and have no plans to be one.”
And the two-time Oscar nominee confessed she was unsure how she would juggle her Hollywood career with her brand responsibilities when she ends her three-year hiatus from acting by beginning shooting Guillermo del Toro’s Nightmare Alley in January.
“I honestly don’t know,” she sighed. “I am pretty single-minded. I have an extraordinary ability to focus on something, but I’m not really good at splitting my attention very well. So I don’t really know.”
Rooney’s HIRAETH line is now available for purchase online and at select retail stores, with pieces priced from $395 (£321) to $3,000 (£2,400).
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Rooney Mara is launching a vegan-friendly line of clothes and accessories.The Girl with the Dragon Tattoo actress is a long-time advocate for veganism, and refrains from consuming animal products such as meat, eggs, and dairy. Rooney also extends her …
Rooney Mara is launching a vegan-friendly line of clothes and accessories.
The Girl with the Dragon Tattoo actress is a long-time advocate for veganism, and refrains from consuming animal products such as meat, eggs, and dairy.
Rooney also extends her choices to her lifestyle, by avoiding wearing or using animal products, and has now teamed with her friend Sara Schloat on a clothing range named Hiraeth that aligns with her personal philosophies.
“In fast fashion, you can find faux leather boots that are really cheap, but while it’s cruelty-free in the animal sense, I didn’t necessarily know where those things were made, or if they were cruel toward humans,” she told U.S. Vogue of her inspiration to launch the clothing company. “I didn’t want to compromise on either thing, and I wanted pieces that were made to last. So, it really came out of my own need.”
Rooney and Sara have unveiled the first products on their Instagram page, with the range including a white dress with black leather-look corset detail, turtleneck tops, black faux leather trousers and a furry white coat. They have also added footwear to their brand, with a highlight being a monochromatic slipper with contrast stitching.
Garments are manufactured in Los Angeles, with Rooney adamant that each piece was made in an ethical and sustainable way.
“Something I really struggled with was this question of, ‘Do people really need more c**p?'” She joked. “There’s so much waste, so it was important for us to make pieces you can wear forever, or at least, long enough for it to mean something.”
Hiraeth garments are priced from $160 to $1,500 (£115 – £1,000).
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