Why is there a waitlist to get your hands on Heaven Mayhem eyewear? Well, because it’s the latest it-girl-obsessed accessory brand that’s causing a stir in the fashion world.
From bold statements to limited styles, let’s dig deeper into why this brand is so popular.
The Origins of Heaven Mayhem
You might not have heard of the Heaven Mayhem brand, but I have a hunch you’ll be seeing it everywhere in the next few years.
It was founded in 2022 by Pia Mance, the creative director. Since then, it’s become known for being a Los Angeles-based, edgy brand that celebrities flock to.
They started with vintage-inspired jewelry but became so popular that they launched other accessory lines. Earlier this year, they introduced a limited-edition line of three pieces of eyewear.
Surprise, surprise, it was so successful that it sold out. Now, in August, Heaven Mayhem dropped its second installment of eyewear, aptly named Drop II.
There are waitlists for some of the pieces because they’re that sought after.
What’s Heaven Mayhem’s Aesthetic?
The brand is all about being minimalistic with a touch of vintage-inspired retro energy. They call it “wearable statements for everyday life.” And the pieces truly are wearable.
There are subtle colors, a healthy dose of black and metals, and clean shapes. The overall aesthetic is slick and clean.
It’s no surprise, then, that the brand achieved overnight success. Pia Mance started with $900, and she turned her passion into a seven-figure business that’s been featured in Forbes and Vogue, among other publications.
The Buzzy Eyewear Collection
Heaven Mayhem dreamed up some timelessly chic eyewear. The latest collection has seven pieces of eyewear. It’s limited but shows Pia’s commitment to quality, cool designs, and wearable fashion.
It’s not about choosing from hundreds of styles; it’s about buying into the Heaven Mayhem aesthetic. The sunglasses are chic, and with prices under $200, it’s also more affordable compared to other designer brands.
Made with women in mind who aren’t afraid to be themselves, Pia Mance pushes the aspiration branding. She’s got over 160,000 Instagram followers and wears almost solely her own accessories, which makes viewers want a piece.
The styles
The small range of eyewear features both sunglasses with clear and tinted frames. The pieces are subtle and classic with a modern edge, like the Sloane Tortoise. The shape is flattering and cool, while the tortoiseshell acetate is timeless.
The super-popular Esme Black Sunglasses are slim and feature almost oval lenses. This shape is a favorite of it-girls like Hailey Bieber and Bella Hadid, who are constantly seen sporting small, sleek shades.
There are no brightly colored frames or blingy logos. Heaven Mayhem eyewear isn’t about being the loudest person in the room, but being the most stylish. It’s a little masterclass in quiet luxury that’s been a huge trend.
It’s less about showing off that you’re wearing designer pieces and more about the quality and it-girl status of a brand.
Maybe the brand will branch out into more adventurous styles with its evolving collections. But I have a hunch they will still stick to the contemporary aesthetic that made them famous. If it’s not broke, don’t fix it.
The eyewear campaign and hype
The latest eyewear campaign was shot on the streets of Paris. And the iconic city fits Heaven Mayhem so well.
After all, the pieces also evoke that city girl, Parisian feel, even if Pia calls L.A. home. The campaign is less flashy than many big branded photoshoots, instead choosing to let the eyewear shine.
It reminds me a little of CELINE and how the brand created an empire of classic, quiet French luxury. It’s all about the wearability and exclusive feel. My guess is that if Heaven Mayhem keeps up the momentum with their eyewear and range of accessories, they could quickly become an American answer to European brands like CELINE, but at a more affordable price point.
Heaven Mayhem Events and Marketing
Heaven Mayhem does not yet have any brick-and-mortar stores and doesn’t seem to be planning on opening any physical locations yet. But they do run exclusive events and pop-ups for their product launches.
For Drop II, they collaborated with the Tezza photo app to create a distinctive black and white filter. Afterward, they hosted a photo studio experience in their native L.A. so that attendees could have a peek at the new eyewear as well as shoot content. The guest list included VIPs, brand community members, and customers.
These events give people a chance to interact with the brand in person rather than solely online. But like many brands in today’s age, it doesn’t make sense to have stores across the country (or the world). Rents have risen astronomically, and so Heaven Mayhem is carving out an online presence instead.
That’s one of the reasons it-girls love the brand. The marketing on social media appeals to fashion-lovers and trend addicts. The celebrities seen sporting the brand also boost its popularity.
The first drop of Heaven Mayhem eyewear was already photographed on famous trendsetters like Rosie Huntington-Whitely and Hailey Bieber. So it makes sense that the second drop was even bigger, and sunglasses from this collection have already been spotted on the likes of Jennifer Lawrence and Emily Ratajkowski.
TL;DR
Heaven Mayhem has tapped into a niche of cool, contemporary accessories, with eyewear being their latest success.
- The new collection, called Drop II, features seven pieces of eyewear. The styles are minimalist and trendy, but not dull.
- The brand aesthetic pairs L.A. casual coastal energy with city girl modernity. There are sleek shapes and classic black and tortoiseshell frames.
- The brand is only available online, but it has also created a loyal cult following. Products are so successful that there are waitlists after they sell out (which they often do quickly).
- Heaven Mayhem’s sunglasses have been seen on many celebrities, including Rosie Huntington-Whitely, Hailey Bieber, Jennifer Lawrence, and Emily Ratajkowski.
Will Heaven Mayhem continue their meteoric rise? Watch this space.
