Georgia May Jagger is dipping her city toes into the surf.For a new gig as Volcom's global brand ambassador, the London-based model has been frolicking in the waves off the coast of Kauai with dolphins, models Keilani Asmus and Tina Kunakey, and pro surfers Quincy Davis, Coco Ho and Maud Le Car. The forthcoming spring campaign, which also heralds an eco-centric collection for the Kering-owned brand, features bikinis made of recycled fishing nets, shorts, dresses and, Jagger's personal favorite, denim overalls."I do love the ocean," Jagger said, before noting the importance of having broad appeal. "We don't necessarily have to be a brand that is a surf brand or a skate brand. I think it works in cities, too, and for girls like me."Selecting Jagger was one of the first moves made by Volcom chief executive officer Todd Hymel after he joined the Costa Mesa, Calif.-based brand in December. As part of the process of boosting the women's division, he hired Lyndsey Roach as global head of women's business.While the men's component makes up the majority of sales, the deal with Jagger spans multiple seasons, allowing Volcom to sharpen its focus with the goal of increasing sales."The vision we have is to actually be that link for girls between the beach and the city," Hymel said. Aside from bringing more global awareness to Volcom, Jagger's role is to prove that "a girl doesn't have to be a surfer to buy into the brand," he added.As the daughter of Mick Jagger and Jerry Hall, who's the face of Rimmel and previously appeared in campaigns for Hudson Jeans and Material Girl, she also occupies that echelon of fashion to which Volcom aspires."It's that edginess and that touch of what is happening in the fashion world and what people are looking for and being on the fashion-forward trendsetting side," Hymel said.Volcom has yet to hammer out details for the campaign's release. Roach said the spring promotions will come out in November.It's certainly a way for Volcom to avoid falling into a pit of financial woes, as competitor Quiksilver and retailer PacSun have."The most important thing is to stand out," Hymel said. "Elevating the women's side will help the men's side. We definitely have to work harder everyday to differentiate ourselves from the competition."Plus, Volcom and Jagger are keeping the door open for a potential design collaboration in the future. "I've been working in the industry for almost 10 years. It's a natural progression to want to work with different brands and try new things and try my hand at designing and things like that," she said.Based on past projects designing for Hudson and Mulberry, she said, "I like being part of the process with it. With modeling, a lot of hard work goes into fashion but you show up for the final bit, the last day if you will. It's nice to be a part of the entire process. I enjoy that. It has more creativity in it."Sustainability also figures into Jagger's life. Her older sister, Elizabeth, is "the person who keeps me up to date with all the things that we should be doing," she said. One of her brothers, James, also promotes ocean conservation on behalf of Project Zero.While wary of designing her own full line now because, she acknowledged, "it's quite difficult," she understands the importance of sustainable design."People are more interested now, you know," she said. In particular, among Millennials, "what I feel is that maybe we don't want things that are sort of so unwearable. There is a certain element of practicality and environmental awareness and wanting to combine things you want," she said.Even with her new role as global brand ambassador, Jagger doesn't dictate that other women copy her every move. "Don't necessarily follow trends when trends are listed to you as being important," she said. "It's really important to think about fashion as your own personal opinion and how you feel about it."
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion