Rooney Mara is channeling her vegan lifestyle into a fashion label. The American actress, who is best known for her role in The Girl with the Dragon Tattoo, has founded the label Hiraeth with her best friend Sara Schloat. Everything under the label is made entirely in Los Angeles and reportedly had the opportunity to meet the people who made the clothes. “That was really important to me—to know where everything comes from, and that it’s all coming from a place of integrity,” she said.
The lookbook is packed with dark and moody images, which are in a way keeping with Mara’s own aesthetic. You’ll find soft faux leather trousers, alongside a berry pink suit and silky blouses. The collection evokes a kind of dark romance that equal parts vintage-inspiration and modernity.
Speaking on the name of the brand, Mara said, “It’s an old Welsh word that translates to a homesickness, or a longing for a home you can’t return to, or a home that never was. It’s this nostalgia for lost places and people. When I came across that word, the meaning really resonated with me. In our world today, there’s such an extreme disconnection from everything we do—from the earth we live on, from each other, from the food we eat, from the clothes we wear.”
She continues “We’ve grown so disconnected from everything, and I think it creates that feeling of wanting to return to someplace that maybe we’ve never even been before, but deep down, we know we’re missing something. With clothing, [no one knows] who made their clothes, or where were they made, or what they’re made out of. People are not at all aware of those things.”
You won’t find any leather, wool, silk, or cashmere in Hiraeth items, but you will find top quality vegan leather. “I realized there aren’t many options available for someone like me who is interested in design and wants high-quality pieces. 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 says. “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,” she explained.