Spanish sneaker brand HOFF just announced a major launch with Alexa Chung as global brand ambassador, and our 2010 selves are screaming .

Launching the SEVEN sneaker under fresh creative direction by David Tourniaire-Beauciel , the brand appears to be pivoting to a much more design-forward approach. Beauciel’s resume includes roles at Maison Margiela , Givenchy , Ferragamo and Balenciaga , where he created the Triple S and pioneered the sock-sneaker hybrid. Grounded in craft and experimentation, the designer was a huge part of the maximalist sneaker trend that took over our feet a few years ago. Today, Beauciel is bringing us a new silhouette that’s boldness is reminiscent of the chunky era, whilst featuring soft lines that result in a delicate upgrade for today.

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