From Bella Hadid to Katie Holmes, It Girls Are All Shopping Vivaia's Prime Day 2026 Shoe Deals
Our take
The frenzy surrounding Amazon Prime Day sales continues to escalate, but the latest wave – celebrity endorsements driving footwear deals, specifically for Vivaia – signals a subtle yet significant shift in how luxury brands approach accessibility. The news that both Bella Hadid and Katie Holmes are championing discounted Vivaia shoes isn't just about a good deal; it's a carefully orchestrated strategy to broaden appeal without necessarily compromising brand perception. It echoes a broader trend we've observed, as highlighted in Kate Moss Proves Her Denim Hermès Birkin Is Summer 2026's Freakiest It Bag, where established luxury houses are increasingly experimenting with unexpected collaborations and playful reinterpretations of their classic designs to capture a wider audience. This move by Vivaia, leveraging the "It Girl" effect, is a smart tactic in a market saturated with options.
This isn’t the first time we’ve seen celebrities influencing purchasing decisions during Prime Day. The earlier news about Gap slashing prices on Hailey Bieber’s favorite jeans Gap slashed the $89.95 price tag on Hailey Bieber's favorite jeans further underscores the power of influencer marketing in driving sales during these promotional events. However, the Vivaia situation feels different. Unlike a simple promotional partnership, the endorsement feels organically woven into the narrative of effortless style and attainable luxury that the brand cultivates. It’s a far cry from the overt, sometimes jarring, celebrity endorsements that characterized earlier marketing campaigns. The choice of Hadid and Holmes, both known for their understated yet impeccably curated wardrobes, reinforces Vivaia’s brand identity – sophisticated and accessible, rather than aggressively trendy. Furthermore, the focus on footwear, a relatively lower-ticket item compared to, say, handbags, makes the offer less daunting for a broader consumer base.
The broader implications are intriguing. It speaks to a shift in consumer expectations – a desire for luxury experiences and aesthetics without the exorbitant price tag. Brands are realizing that cultivating a sense of aspiration and belonging is more effective than simply showcasing opulence. This aligns with the growing trend of "quiet luxury," where understated elegance and exceptional quality are valued over conspicuous displays of wealth. We've also seen this reflected in the beauty space, with editors actively seeking out royal-approved products during Prime Day, as detailed in I'm a Royal Editor—These 7 Royal Beauty Finds Are Going in My Amazon Prime Day Cart. The emphasis on timeless design, impeccable craftsmanship, and a personalized brand story is resonating with consumers who are increasingly discerning and seeking authenticity. Vivaia’s strategy, combined with the celebrity endorsements, positions them as a brand that understands this shift.
Ultimately, the success of Vivaia's Prime Day campaign and the broader trend of celebrity-driven sales on platforms like Amazon raise a compelling question: Can luxury brands truly democratize their appeal without diluting their core identity? The line between accessible and aspirational is becoming increasingly blurred, and brands will need to navigate this delicate balance with precision and intentionality. It's a space to watch closely, as the strategies employed today will likely shape the future of luxury marketing in an increasingly competitive digital landscape.
Celebrity-beloved brands are having a moment this Amazon Prime Day. First, Gap slashed the $89.95 price tag on Hailey Bieber's favorite jeans in half. Then, Bella Hadid's Coach bag became one of Prime Day's biggest sales (if only for 24 hours). Now, the label behind Hadid's signature ballet sneakers made them more wallet-friendly than ever.
Fashion girls got to know Vivaia in the summer of 2023, when the brand's best-selling ballet flats earned Selena Gomez's endorsement. By 2025, Gomez, Amelia Gray, Charli xcx, and Hadid were hooked. The latter A-lister can't stop styling Vivaia's viral take on the ballet sneaker trend. So far, she owns the low-profile pairs in ivory, light gray, and black, but that could change after Prime Day. With limited-time savings on Vivaia shoes going fast, I've tracked down the Hollywood-endorsed styles worth shopping ASAP.
Amazon Prime Day Vivaia Deals: Yancy Ballet Sneakers
Rounded T-toe boxes, elasticized anti-blister heels, and slimmer-than-Adidas Sambas soles make the Jogger Re-Nylon Yancys the closest silhouette to actual ballet slippers. And believe or not, Hadid's entire Vivaia collection is on sale right now.
Last September, when the Ôrebella founder first twirled around L.A. in these Vivaia sneakers' suede gray uppers and white nylon sidewalls, they were $159. Now, the Prime Day powers that be should take a bow: Hadid's ballet sneakers are $135.15.
Amazon Prime Day Vivaia Deals: Cristina Ballet Sneakers
Vivaia initially won over Hadid with its Cristina Sneakerina, which debuted in Feb. 2025. The Cristinas are slightly more structured than the Yancys, despite sharing the same $159 price tag. The global brand fashion-ified pointe shoes with squared toe boxes and glossy satin.
Last March, Hadid doubled up on rehearsal-ready pieces with an oversize Saint Laurent bomber jacket and the capri pants trend. For Prime Day, you can style them the Bella Hadid Way for $121.64. That's over 20-percent-off, people.
Days later, Hadid touched down at Paris Fashion Week in the black Cristina ballet sneakers. That time, the supermodel gave them the French girl treatment with flared jeans and a croc-embossed tote from Saint Laurent.
Should Hadid need another sneakerina set before Haute Couture Week next month, it's also on-sale in peony pink, ivory lace, and transparent floral print.
Amazon Prime Day Vivaia Deals: Yanka Ballet Sneakers
It seems Vivaia is feeling generous this Prime Day. One year after Charli xcx flaunted the Yanka Sneakerina in New York City, they plunged from $159 to $127.20. The elasticized, bow-tied flats are very similar to the Cristinas, except with slightly shorter vamps. That way, the suede-and-satin shoes mirror the shape of loafers instead.
Amazon Prime Day Vivaia Deals: Margot Ballet Flats
Vivaia's catalog isn't just a stockpile of sneakerinas. Katie Holmes is a staunch supporter of the brand's ballet flats. (That's a high honor coming from the New Yorker with endless grab-and-go options.)
A few months ago, she sampled spring's white maxi skirt trend alongside the $129 Margot 3.0 Flats. Beige cap-toes, V-shaped vamps, and woven gridlocked sidewalls set them apart from the black leather ballerinas on her shoe rack. Plus, her exact color combination is marked down to $109.65 for Prime Day. Talk about a win-win.
Vivaia came out swinging for Prime Day. With all of these sales, the brand could completely revamp your summer shoe collection—as well as Hadid's, Holmes's, and Charli's. If Vivaia is anything like Coach, they won't be this reasonably priced for long. Anything with Hadid's name on it could sell out faster than you can say, "sneakerina."
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