Havaianas is the new target of Brazil’s right-wing, with conservative leaders calling for a boycott of the brand over its latest commercial starring actress Fernanda Torres.
In the ad spot, Torres is seen wearing a pair of Havaianas while saying in Portuguese, “Sorry, but I don’t want you to start 2026 on the right foot. It’s nothing against good luck, but let’s agree that luck doesn’t depend on you — it depends on luck. What I wish is that you start the new year with both feet. Both feet in the door, both feet on the road. Both feet in the mud. Both feet wherever you want — go all in. With body and soul, from head to toe. Havaianas — everyone wears them.”
Some of Brazil’s conservative politicians interpreted the campaign as a dig at the country’s right wing, due to its subtle commentary about “the right foot.”
Congressman Eduardo Bolsonaro, one of the sons of far-right former president Jair Bolsonaro, who is currently serving a 27-year prison sentence for an attempted coup after losing the last election, started the discussion by sharing a video on Instagram in which he is seen throwing a pair of flip-flops into the trash.
“Havaianas used to be a national symbol. I’ve seen many foreigners wearing this Brazilian flag on their feet… but I’m sorry, I’m going to throw these flip-flops in the trash,” Eduardo, who is currently being investigated and facing a trial on charges of obstruction of justice in Brazil. The politician moved to the United States in March, seeking White House support to avert his father’s arrest. On Dec. 18, he lost his seat in Congress, about six months after his leave of absence expired.
Supporters of Eduardo Bolsonaro, however, embraced his call for a boycott, sharing videos on social media of themselves throwing Havaianas sandals into the trash, while some went so far as to cut and burn them.
On the opposite side of the boycott, the discussion has been seen as nothing but a stunt, with many showing off their support for the iconic Brazilian flip-flops brand online, sharing videos of Havaianas stores packed with customers during the holiday season. The right-wing reaction also started a wave of memes, mocking the boycott videos.
Torres became the first Brazilian to win a Golden Globe for Best Actress in 2025 for her work in “Ainda Estou Aqui” (“I’m Still Here”), a film that was also criticized by the far right for its portrayal of the years of Brazil’s military dictatorship. Over the past year, she has starred in multiple campaigns for Havaianas.
FN has reached out to Havaianas.