Actress Rooney Mara has recently debuted her vegan Hiraeth fashion label with her best friend Sara Schloat. All the pieces offered by the label were made in Los Angeles and were visited and inspected personally by Mara. The name of the brand comes from the Welsh language and translates to something similar to homesickness, or a longing for a home you can’t return to. The pieces featured in this fashion line reflect this idea as Mara fights back against the disconnect between the producer and the consumer.
The first lookbook for the fashion label features dark and moody images, which keep with Mara's personal aesthetic. Being a vegan fashion label, Hiraeth does not use any leather, wool, silk or cashmere and instead uses top quality faux materials. The collection features quite a few faux leather, faux fur and faux silk items, and each piece evokes a sense of dark romance that plays on vintage inspiration and modernity. The Hiraeth fashion label has yet to announce a where its items will be sold, but the brand does already have a presence on Instagram.