Vivaia's Founder Shares Shoe Recs: From Bella Hadid's Sneakers to a $10 Cleaning Tool

The Expert Edit features interviews with specialists about the products they swear by in their chosen field. For the latest installment, we spoke to fashion expert and Vivaia cofounder Marina Chen about her fashion product recommendations and the best tips for finding the perfect shoe.

Whether you're scrolling TikTok's FYP or just completely obsessed with shoes, chances are you've come across Vivaia. The cult-favorite brand was founded by Marina Chen, born out of her desire to create footwear that's both fashion-forward and sustainable. Since launching in 2020, the label has gained a loyal following for its heels that feel as comfortable as sneakers and, yes, have caught the attention of celebs. The Cristina Square-Toe Lace-Up Sneakerina, for example, is a favorite of Bella Hadid's (she actually has them in two colors). Meanwhile, Charli XCX has been spotted in the Yanka Round-Toe Satin Sneakerina — a dainty yet edgier version of the Cristina.

Still, the essence of Vivaia is far more significant than a buzzy obsession with balletcore or celebrity approval. Instead, Chen's passion is simple: crafting quality footwear that actually serves the wearer. "When we set out to design heels, our mission was clear: create a pair that's both beautiful and truly comfortable," she tells Popsugar. "To achieve that, we have to experience the pain points ourselves — I still remember one of our male teammates even had a pair of size 42 heels — US women's size 11.5 — made just so he could understand how they felt. He wore them, walked in them, and helped us iterate the design."

That kind of dedication speaks directly to Chen's mission to keep comfort at the center of the conversation, regardless of the controversial trends that plague fashion. Practicality is far from a nonnegotiable in 2025: just look at Kylie Jenner, who had her feet taped to her heels for this year's Met Gala. And that's where Vivaia comes in. "Comfort is the most important element when it comes to shoes, and our heels are not only stylish and elegant, but also designed with high-resilience PU insoles and dual arch support, so you can stay comfortable all day long," she says. Whether you're wearing a heel or sneaker from the brand, you definitely won't need any tape.

Ahead, Chen shares more tips on finding the perfect shoe, along with the footwear essentials she keeps in her personal collection.