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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Noomi Rapace has insisted her new perfume venture isn’t about celebrity endorsement.Swedish star Noomi has now unveiled N.C.P. (New Collective Products) Olfactive, the fragrance concept she created alongside hairdresser Steve Terry, former skier Jonas …
Noomi Rapace has insisted her new perfume venture isn’t about celebrity endorsement.
Swedish star Noomi has now unveiled N.C.P. (New Collective Products) Olfactive, the fragrance concept she created alongside hairdresser Steve Terry, former skier Jonas Nilsson and songwriter Ash Pournouri, to a global market after first launching in her home country.
Offering seven scents, the idea behind the brand is to use fewer notes than an average bottle of perfumer; typically, the N.C.P. formulas have 15 to 20 notes, compared to 40 to 60 found in most perfumes.
“It’s not about celebrities, it’s not my name or anyone else’s name,” Noomi told WWD. “We are a collective creating products, it’s not a celebrity standing with a bottle saying, ‘Because you’re worth it.’ The time of self-promotion and ‘me, me, me’ will have a short lifespan, it’s very boring and unsexy. I feel it will be over soon and that’s why I love that (luxury London department store) Selfridges embraced this concept from the beginning.
“The consumer is the new star. Everyone is their own expert and you no longer need anybody telling you what to do or what to like, it’s in your own hands. We basically created a toolbox for people to be able to embrace any version of themselves.”
Admitting she used to shun perfumes as a teen actress, Noomi later started to use fragrance as a way to embrace the different characters she was playing.
The Girl with the Dragon Tattoo star also relies on perfume in her day-to-day life.
“If I lost the perfume, I was always in a panic before a red carpet, because I needed to smell me. It basically feels like a shield, it strengthens my aura and it’s almost like an angel putting wings on you if you have the right smell,” the 39-year-old explained.
The new perfumes are available in 50ml and 10ml bottles, as well as a 5ml roll-on contained in a pendant.
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Noomi Rapace is to play real-life Israeli Mossad agent Sylvia Rafael in a new action movie.Known for her career-defining turn in 2009’s The Girl with the Dragon Tattoo, Swedish star Noomi has also showed off her butt-kicking skills in films like Close …
Noomi Rapace is to play real-life Israeli Mossad agent Sylvia Rafael in a new action movie.
Known for her career-defining turn in 2009’s The Girl with the Dragon Tattoo, Swedish star Noomi has also showed off her butt-kicking skills in films like Close and Unlocked.
For her next project, Sylvia, the 39-year-old actress is reteaming with Vicky Jewson, who wrote and directed action thriller Close, and WestEnd Films, under the company’s WeLove banner, which is aimed at female audiences.
According to Variety, the film will follow Sylvia, a South African-born agent who rose to prominence in Israeli intelligence agency Mossad. She was noted for her intelligence work in locating Ali Hassan Salameh, the leader of Palestine’s Black September organisation and the figure behind the murder of 11 Israeli athletes at the 1972 Munich Olympics. But the mission led to her involvement in the infamous Lillehammer affair, in which an innocent Moroccan waiter was mistakenly identified as Salameh and killed by Rafael’s team. Rafael was tried in Norway and imprisoned. She died in South Africa in 2005.
“What is so enticing about this project is the opportunity to tell the true story of an extraordinary woman, who sacrificed a huge part of her life for a country that was not originally her own,” Vicky said in a statement. “I am keen to explore the unique personality of someone who put their life at risk on a daily basis and lived under a permanent dual identity, searching beyond the often glamorously perceived title of ‘spy’ to the gritty reality of this life and what drove her.
“Sylvia is exactly the sort of character-driven story we (Noomi and I) want to bring to the screen.”
Vicky’s Close writing partner Rupert Whitaker is helping to pen the script, which is inspired by the book Sylvia Rafael: The Life and Death of a Mossad Spy.
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Claire Foy was astounded by the improvements in her fitness as she prepared for her role in The Girl in the Spider’s Web.The actress is playing hacker Lisbeth Salander in the sequel to David Fincher’s The Girl with the Dragon Tattoo, taking over the ro…
Claire Foy was astounded by the improvements in her fitness as she prepared for her role in The Girl in the Spider’s Web.
The actress is playing hacker Lisbeth Salander in the sequel to David Fincher’s The Girl with the Dragon Tattoo, taking over the role from Rooney Mara.
In the film, the story follows Lisbeth as she tries to rescue and exact vengeance for battered women, and the plot specifics required Claire to build up strength for the role. And having never trained with focus at the gym before, she was amazed by the results of her commitment.
“So much of it was about being physically able to do the stunts,” she recalled in a cover interview with American Vogue. “Suddenly I was like, ‘I can do ten press-ups.’ I could run. I could lift weights.”
In addition to boosting her fitness levels, the British star has also been required to change her physical appearance, swapping the ladylike bob she sported while playing Queen Elizabeth II in The Crown, for a short, punky, jet black haircut.
However, Claire’s three-year-old daughter Ivy Rose – whom she shares with ex-husband Stephen Campbell Moore – was not a fan of her mother’s startling new look.
“My daughter hated my haircut, because apparently mummies are supposed to have long hair, not undercuts,” the 34-year-old told Entertainment Tonight, adding that the makeover also seemed to make her less approachable in the eyes of others.
“I think all my friends really enjoyed it, but you end up having to kind of dress differently and people definitely cross to the other side of the road to avoid you in society.”
The Girl in the Spider’s Web hits cinemas from 18 October (18).
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Rooney Mara has been named as the face of Givenchy’s new fragrance.The actress rose to fame after landing the lead role in 2011 movie The Girl with the Dragon Tattoo and has since gone on to branch out into the fashion world by co-founding Hiraeth, a v…
Rooney Mara has been named as the face of Givenchy’s new fragrance.
The actress rose to fame after landing the lead role in 2011 movie The Girl with the Dragon Tattoo and has since gone on to branch out into the fashion world by co-founding Hiraeth, a vegan clothing and accessories brand.
Now, Mara is working with the executives at the luxury French label and will front the marketing imagery for a new perfume due to be released in September (18), having impressed artistic director Clare Waight Keller.
“I love how versatile she is, and how she defines soft power. She has that presence,” the designer explained to WWD. “She doesn’t need to say she is there, your eyes are just naturally drawn to her anytime she enters the room. And I think that aura, the special charisma you don’t often see, comes to life when she’s in front of a camera. She’s a natural beauty with so many layers, I’ve always admired her.”
Keller also shared that she is a fan of many of Mara’s other movies, such as Side Effects and Carol, and was “immediately struck” by the Hollywood star’s “fearless” nature.
In addition, Mara explained that she has always loved looking at Givenchy designs and was thrilled to wear one of the house’s gowns to the London premiere of The Girl with the Dragon Tattoo.
“It was this insanely beautiful couture dress I will never forget,” the 33-year-old said. “I’ve loved them ever since. I always feel my best and most comfortable wearing their clothes. Getting to represent them now in this way feels just right.”
And though she doesn’t wear perfume regularly, Mara admitted that she has a strong sense of what she likes when it comes to fragrances.
“I think perfumes are very powerful in that way – so deeply connected to memories, places, people, times in your life or seasons changing,” she smiled.
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Andreja Pejic is set to make her feature film debut in The Girl in the Spider’s Web.The 26-year-old, who was the first openly transgender model to be signed by Ford Models, will make her first movie appearance alongside The Crown star Claire Foy, with …
Andreja Pejic is set to make her feature film debut in The Girl in the Spider’s Web.
The 26-year-old, who was the first openly transgender model to be signed by Ford Models, will make her first movie appearance alongside The Crown star Claire Foy, with the film set to hit cinemas from 9 November (18).
Based on the novel of the same name by bestselling Swedish author David Lagercrantz, the crime-thriller sees Claire play Lisbeth Salander, a computer hacker who finds herself caught in a web of spies, cybercriminals, and corrupt government officials. It is not yet known what part Andreja will take on.
The Australian star broke ground in the fashion industry by walking in Jean Paul Gaultier’s menswear and womenswear shows in 2011, before completing her transition to womanhood in late 2013. She also previously appeared in David Bowie’s music video for The Stars (Are Out Tonight) alongside Tilda Swinton.
The movie will be directed by Don’t Breathe’s Fede Alvarez, who penned the script with Steven Knight and Jay Basu. It is being produced by Amy Pascal, Elizabeth Cantillon, and Scott Rudin, while David Beaubaire is overseeing the project for Sony.
The Girl in the Spider’s Web novel is the fourth instalment in the Millennium book series and the first written by Lagercrantz, who took over writing duties following the death of creator Stieg Larsson.
Larsson’s original novel trilogy was adapted into a series of Swedish-language films starring Noomi Rapace as Salander in 2009. The first, The Girl with the Dragon Tattoo, was given an American remake in 2011 and starred Rooney Mara and Daniel Craig as the main characters.
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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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