Vivaia is positioning itself as the go-to comfort brand for discerning celebrities who refuse to sacrifice style for substance. The brand's 'barefoot-feel technology' messaging emphasizes luxury without pretension.
Multiple A-listers gravitating toward the exact same shoe styles isn't accidental — this screams coordinated gifting or paid placement strategy. Notice how the article specifically calls out exact styles celebrities are wearing, complete with shopping links.
Amazon Prime Day 2026 runs June 23-27 (four days). Katie Holmes was photographed buying flowers in LA wearing the exact Vivaia Margot Mary Jane 3.0 shoes currently on sale for up to 30% off.
Call it celebrity influence or call it savvy marketing — but when Aubrey Plaza, Julia Roberts, and Selena Gomez are all caught in the same brand within months of each other, someone's pulling strings. The question isn't whether Vivaia makes comfortable shoes; it's whether this is organic fame or very well-orchestrated product placement.
There must be something in the water at Hollywood's most exclusive circles — because A-listers from Julia Roberts to Selena Gomez have all been spotted stepping out in the same footwear brand, and now those styles are available for up to 30% off during Amazon Prime Day. The brand in question? Vivaia, a comfort-focused shoe company that appears to have infiltrated celebrity wardrobes with alarming speed.
Katie Holmes was recently photographed buying flowers in Los Angeles sporting a breezy summer-ready outfit paired with the exact Vivaia Margot Mary Jane 3.0 flats currently featured in Prime Day sales listings. The effortlessly cool star chose a variation of the comfort-focused flat style, proving that even mundane errands can double as a fashion moment when you're an A-lister with impeccable taste — or perhaps a solid brand partnership. But Holmes is far from alone in her apparent Vivaia devotion.
Aubrey Plaza, Selena Gomez, and Pamela Anderson have all been spotted wearing variations of the Mary Jane version of these flats in recent months, according to Page Six Style's commerce reporting team. The style comes in multiple iterations — including floral mesh, solid neutral colors, and a trendy netted version — giving celebrities plenty of options to coordinate with their personal aesthetics while presumably staying comfortable during long days of press tours and red carpet events.
The celebrity endorsement roster extends well beyond the Mary Jane family. Bella Hadid has been photographed wearing the Vivaia Yancy Sneakerina, while Julia Roberts chose the Christina Sneakerina not once but twice at last year's Cannes Film Festival. Page Six Commerce Reporter Erica Radol — who apparently counts herself among the brand's converts — described the shoes as an 'unexpected wardrobe love' in her product review, praising the 'barefoot-feel technology that's super comfortable' and noting that 'the satin fabric and pseudo-sporty design give a playful yet chic look to even all-black outfits.' Additional celebrity fans include Amelia Bell Hamlin and Charli XCX, both of whom have been spotted in the Christina Sneakerina.
Beyond flats and sneakers, Vivaia has apparently expanded its reach into heels and sandals favored by other celebrities. Queen Latifah wore the Addison Heels on the red carpet earlier this year, while Lola Tung donned the same style in black during the "Summer I Turned Pretty" press tour. The brand's Allday Sneakers — featuring breathable mesh construction marketed as offering 'cloud-like' comfort — and Francesca Loafers are also included in Prime Day promotional materials.
Amazon Prime Day 2026 runs through Saturday, June 27 at 3 a.m. ET, giving shoppers four days to capitalize on the discounts before they're gone. Whether this sudden celebrity saturation represents genuine organic love for the brand or something more calculated remains unclear — but one thing's certain: if you're going to buy shoes that multiple A-listers have been photographed wearing while running errands in Los Angeles, now seems like the ideal time to do so.
