Rooney's Hiraeth

a deep longing for home

Actress Rooney Mara, whom we all likely first saw in Girl With The Dragon Tattoo, switched acting for fashion last year, launching Hiraeth with partners Sara Schloat and Chrys Wong. Mara, who’s been vegan for the last 7 years, was inspired to start the label as she wanted to wear luxury clothing that didn’t hurt animals and was environmentally sustainable. Realising, once she’d rid her wardrobe all anything animal related, she really didn’t have anything luxurious to replace it.

It’s not surprising the aesthetic Mara has chosen for the eco label is fairly classic overall but for AW19 she leaned towards a Victorian style but with a modern sensibility. There’s even a little nod to the top she wore when she was shot for Vogue in 2012 after doing Girl With The Dragon Tattoo.

There are no animal products in her collection at all so silk is replaced with cotton, such as on her soft white shirts and black vegan leather is used, for example on trousers and as belts. Naturally the brand comes with a celebrity price tag, but for fashion it’s another small step towards making style more sustainable as the norm,