Ganni Has Launched a Snoafer and We Have Thoughts About This Season’s Most Marmite Shoe

Ugly is in. Think Crocs, Vibram’s five finger shoe, or the divisive UGG comeback for autumn - all proof that the more awkward the shoe, the more likely it is to end up on the feet of fashion’s boldest. The latest entry? GANNI x New Balance’s ‘snoafers,’ a sneaker–loafer hybrid that’s already splitting opinions. The new collaboration reworks New Balance’s classic 1906 silhouette with GANNI’s playful aesthetic. The result: the 1906L, a chunky shoe with a loafer strap, snake skin and butterfly logo that lands somewhere between sporty and smart - depending on how generous you’re feeling.

The 1906 loafer is nothing new. It has been available for a while now, with popular colours like silver and pink never being able to stay in stock. Which does prove that love-them-or-hate-them hype sells. But what actually are snoafers? Born out of the industry’s obsession with hybrid footwear, they fuse the comfort and bounce of a running trainer with the structure of a loafer.

In theory, it’s the best of both worlds. In reality, it’s a shoe that looks like it hasn’t quite decided what it wants to be - which is exactly why they’re so polarising. They’re awkward. A styling puzzle. Not quite casual enough forjeans, not quite smart enough for tailoring.

And yet, the awkwardness is the point. These are shoes for people who want to stand out, to make an entrance, to spark conversation. Fashion has always thrived on the tension between ugly and desirable and snoafers sit right on that line. GANNI also knows how to frame a launch. Shot with Dazed and fronted by rising music star Samara Cyn, the campaign leans into ideas of duality and self expression.

Judging by the sell through and street style buzz, snoafers aren’t going anywhere. They may look weird, but that tension between different and desirable is exactly what makes them work (for some).

This is the kind of shoe that turns into a cult item - the pair you’ll start spotting on the front row, styled with sharp tailoring, midi skirts, or even gym leggings. Like them or not, snoafers are staking their claim as the Marmite shoe of 2025.

Shop: Ganni X New Balance Snoafers 1906L And More

Renee Washington, Grazia's digital fashion and beauty writer, lives online. With a penchant for wispy lashes and streetwear, she writes about the worlds of fashion and beauty from the viewpoint of the modern fashion girlie..

Main Image Credit: Ganni X New Balance