Celebrity-loved accessories brand Heaven Mayhem has stepped into the eyewear market, debuting the launch of four ‘It-girl’ styles. In an exclusive interview with Pia Mance, the Founder & Creative Director behind the brand, we explore the strategy behind their recent campaign and its expansion into new product categories for 2025.
Since its launch in 2022, Heaven Mayhem has garnered a cult following, being worn by the likes of Hailey Bieber, Sofia Richie Grainge, and Rosie HW to name just a few. Known for accessorising the modern women with affordable, vintage-inspired jewellery, the brand has built a reputation for delivering highly curated and distinct content, inviting customers to embrace its effortlessly chic lifestyle.
“Heaven Mayhem was inspired by the desire to create timeless, vintage-inspired statement accessories—designed to be the perfect finishing touch for any look and a staple in the modern capsule wardrobe. Our goal is to empower women to feel confident and effortlessly put together at all times.” – Pia Mance
The Forbes 30 under 30 honouree lives by the philosophy that accessories have the power to elevate any outfit. With this vision, she set out to expand Heaven Mayhem’s offering of chic accessories beyond the jewellery category. Given Mance’s own affinity for statement sunglasses, the move into eyewear felt like an organic evolution—for herself, the brand, and its ever-growing community.
This seamless alignment between Mance, the brand’s aesthetic, and its product offerings has been a key driver of Heaven Mayhem’s success. By authentically embedding herself into the brand’s storytelling, Mance has fostered deep customer trust and engagement, turning followers into loyal advocates. This foundation of authenticity has propelled the brand’s rapid yet refined growth over the past 3 years.
“Sunglasses felt like a natural progression for us. We set the goal that 2025 would be the year we establish ourselves as the go-to destination for accessories—and sunglasses, for me, are absolutely essential. It’s an accessory I never leave the house without—it feels like a part of my identity, so creating this collection was instinctive. I wanted to design staple, timeless, and chic eyewear that empowers women to feel confident and put together. It’s at the core of our ethos, and it just felt right.” – Pia Mance
Heaven Mayhem launched its eyewear line across two separate campaigns. One campaign designed to build anticipation and excitement, and the other to establish the brand’s vision and aesthetic for this new category.
Paparazzi Style Product Tease
To tease its entry, Heaven Mayhem launched a paparazzi-style campaign, featuring models ‘spotted’ across New York Fashion Week. The models travelled in a sleek, blacked-out Range Rover adorned with HM branding—subtly reinforcing the brand’s aspirational image and hinting at an elusive lifestyle. By blending the effortless cool of off-duty celebrity moments with the glamour of fashion’s most iconic week, the campaign framed the collection as essential—chic, elevated, and undeniably covetable. It created an exciting and engaged customer, warming them up for the eventual launch across socials imminently.
Paris Photoshoot Featuring Founder & Creative Director, Pia Mance
Shot in the heart of Paris, the campaign captures the essence of effortless style through the vision of founder Pia Mance. In the series of images, Mance is featured on the city’s iconic street, modelling the brand’s four new eyewear styles. In the words of Pia, “the range is inspired by the modern women – someone on the go, a city woman, a driven individual who carries herself with effortless confidence.” This campaign is part of a larger movement where brands are shifting towards a more authentic, less polished approach to launches and shoots. By embracing the everyday, they create a relatable world that invites people to step in and be part of the story.
Through tapping into Pia’s signature style and deep connection with Heaven Mayhem’s core audience, the brand successfully sells the whole package—with many following the brand for Pia and Pia for the brand. Featuring Mance as the face of the campaign not only builds trust by showcasing her wearing the pieces in real life but also leverages the ultimate marketing tool of 2025: founder-led content.
“I truly believe that each pair of eyewear embodies a unique vibe, and we wanted to reflect that in our campaign, content rollout, and photoshoots. Each style represents a modern woman we all know—someone on the go, a city woman, a driven individual who carries herself with effortless confidence. These sunglasses are designed with that same energy in mind—effortlessly chic, sleek, bold, and cool, complementing every outfit with ease.” – Pia Mance
And the ultimate question for Pia—which of the four debut styles is her favourite?
“It’s so hard to choose a favorite — again, like I said, each pair has its own unique vibe, so I naturally gravitate toward different styles depending on my mood and what I’m doing. For example, I love wearing Sloane Black in the evenings or to events—it instantly makes me feel sleek and put together, like a celebrity. Vittoria is my go-to for running errands or pairing with a big fur coat—it gives that effortlessly cool, incognito boss energy. And Margaux? It’s perfect for everyday wear. The way it frames the face gives that effortless, off-duty look—ideal for running around while still looking chic.” – Pia Mance
The entire collection is currently available to shop online here and the social campaigns can be accessed here.
