Designer Mara Hoffman exudes a
certain spirituality—a quality that is refreshing in the fashion industry—and
her penchant for inner peace and all that is otherworldly shines through in her
Spring ’13 collection. Hoffman, who is best known for her bold prints and
swimwear, titled her Spring range Aloha, which, according to Hoffman’s kupuna
(i.e., her elder guiding figure), means “the presence of divine breath.” It
also happens to be the Hawaiian word for love, hello, and good-bye.
“I felt attached to the spirit of the word,” said Hoffman, noting that she
appreciates its simultaneous simplicity and complexity. Hoffman united all
aspects of aloha in a short Spring film, which, shot by Neil Krug and styled by
Richard Ruiz, starring Phoenix and featuring music by E*Vax and White Wizard.
“The goal
was to share some aloha love with people and also capture the essence of being
a ‘warrior of light.’ I remind myself every day to ‘be light,’ and wanted to
bring that into a visual realm,” Hoffman said. “If anyone could get what I was
going for, it was Neil. After we wrapped, we laughed about how we’re both seen
as these cosmic weirdo hippie types. In reality, we’re both down-to-earth and
hardworking animals.” As far as the final cinematic result, Hoffman jokes,
“It’s a little out there, but so am I.” 
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