#Japan #Tokyo #VIVAIA #TWICE #NAYEON

NAYEON Stars in VIVAIA's Spring 2026 Campaign

On March 23, 2026, the vibrant city of New York plays host to an exciting new campaign by VIVAIA featuring none other than NAYEON, a prominent member of the globally acclaimed girl group TWICE. This campaign, titled "Feel the Comfort," marks a significant milestone for VIVAIA, as it is the brand's first collaboration with a celebrity. In a dynamic urban backdrop, NAYEON showcases her unique style and commanding stage presence, walking confidently through the city streets of Manhattan.

The campaign artfully captures NAYEON as she embodies sophistication and ease. Wearing the new satin Jogger Sneakerina and the classic Margot™ Mary Jane, she demonstrates the perfect fusion of femininity and functional design. The modern silhouettes of these shoes feature lightweight construction and cushioned insoles that provide endless comfort, allowing NAYEON to gracefully navigate the urban rhythm.

What does comfort mean to NAYEON? When posed with this question, she candidly replied, "It's when I can be my true self." This statement encapsulates the essence of the campaign — a celebration of confidence, authenticity, and the moments when these elements harmonize beautifully.

A Glimpse into the Campaign Film

The campaign film vividly illustrates NAYEON as she prepares for a day in the bustling landscape of New York. Featuring a special edition of VIVAIA's Sneakerina Music Box, which comes with customizable shoelaces and charm accessories, the film invites viewers to express their individuality. NAYEON effortlessly walks the streets, embodying the message that "Feeling the Comfort" extends beyond footwear; it is an embrace of being your authentic self in every moment.

VIVAIA's Spring 2026 Collection

Jogger Sneakerina

Updated for prolonged comfort, the updated satin Sneakerina comes with a bubble outsole, enhancing durability for extended wear. Made from eco-friendly materials, it features a three-layer sole and a foldable design, allowing for unique customization with signature charms and interchangeable laces. Easy to care for, these shoes are also machine washable, priced at ¥21,900.

Margot™ Mary Jane

A stylish collaboration with French artist Léa Morichon, the Margot™ Mary Jane showcases her hand-painted floral art skillfully layered under sheer mesh. The fusion of delicate art with daily wear results in a stunning piece. Constructed with breathable mesh upper and VIVAIA's signature insoles, this model is priced at ¥20,900.

Hybrid Mary Jane

Designed for all-day comfort, the Hybrid Mary Jane employs breathable mesh for a soft feel, supported by a bubble sole that adds retro flair and reliable support for everyday movements. These fun, versatile shoes come with a free charm accessory for personalization, available for ¥20,900.

Margot™ Mary Jane 3.0

Balancing an elegant square toe and roomy toe box, this model maintains a refined silhouette. Enhanced with a triple-layer forefoot cushion and EVA support for added resilience, it ensures all-day comfort, offered at ¥18,900.

Availability

The VIVAIA Spring 2026 collection is currently available at VIVAIA.jp and selected stores in Japan:

• - Harajuku HaraKado: 2nd floor, Tokyu Plaza Harajuku, 6-31-21 Jingumae, Shibuya, Tokyo
• - Shinjuku Marui Main Store: 2nd floor, 3-30-13 Shinjuku, Shinjuku, Tokyo
• - Futako Tamagawa: 2nd floor, Futako Tamagawa Rise Shopping Center Terrace Market, Setagaya, Tokyo
• - Grand Green Osaka: 2nd floor, Grand Green Osaka, 5-54 Daifukucho, Kita, Osaka

Exclusive Interview with NAYEON

Q1: What was your first impression when you wore these shoes?
A1: They are so comfortable and surprisingly light!

Q2: When do you feel the most "comfortable"?
A2: After a shower, lying down on my bed.

Q3: What does "comfort" mean to you?
A3: Being able to be my true self.

Q4: What do you prioritize most in fashion?
A4: While trends are important, comfort is always my number one priority.

Q5: Which of today’s picks do you recommend?
A5: I’d choose the Margot™ Mary Jane for its simplicity and comfort, especially love the soft cushioned insole!

About VIVAIA

Founded in June 2020, VIVAIA is a global lifestyle brand dedicated to providing stylish and comfortable footwear. The brand emphasizes eco-conscious design by partnering with REPERVE® to source recycled materials for their shoes. With locations in cities like Tokyo, Melbourne, Singapore, and Hong Kong, VIVAIA is committed to offering chic footwear across over 61 countries worldwide. The brand name reflects its mission to blend elegance and sustainability, symbolizing the grace of women protecting the planet. The ”VV” represents two women facing each other in pointed shoes, while the two ”I”s represent a bottle, showcasing the act of picking up trash, highlighting the brand's ethos of kindness and environmental awareness.

For more information, follow VIVAIA on Instagram @vivaia.japan or visit their website.