LOS ANGELES — A sexy siren is emerging from the surf.
A month after Mandy Robinson Fry and Summer Rapp revealed their intention to launch a new women’s surf-inspired fashion line for next spring with former Billabong executive Paul Naude, the designers are unveiling the name, inspiration and first looks for their venture.
Amuse Society, as the Costa Mesa, Calif.-based brand is called, hopes to appeal to a woman aged 16 to 30, bitten by wanderlust and enamored of both the rock-star life and beach vibe. Its branding mantra is “beach vida bling.”
Amuse Society could help revive the volatile action sports industry, which has been rocked by financial instability at established companies. Quiksilver has been shedding brands in an effort to cut costs. After welcoming a new chief executive officer, Billabong International’s investors recently approved a $360 million refinancing deal provided by U.S. hedge funds Oaktree Capital Management and Centerbridge Partners. Earlier this month, Fox Head Inc. named Nick Adcock, the former global president of DC Shoes, as ceo, replacing Pete Fox, the son of the company’s founder.
With metallic high-waisted knit shorts, beaded sweatshirts and striped bikinis retailing from $40 to just over $100, Amuse Society is mapping a retail reach that will circle the globe from the get-go. It’s already lined up distributors in Canada, Australia, South Africa, Europe, Japan and South America, and it aims to land in U.S. retailers including Nordstrom, Bloomingdale’s, Urban Outfitters, Planet Blue, NastyGal.com, Shopbop.com, Diane’s Beachwear and Jack’s Surfboards.
Amuse Society’s ambition is backed by experience. In addition to Fry and Rapp, who headed the women’s design divisions at Billabong and Volcom, respectively, Naude, the former head of Billabong’s U.S. division, is handling finances and operations as ceo. The women’s brand is part of his new company, Stokehouse Unlimited, which is also premiering a men’s surf brand, Vissla, and an eyewear line, called D’Blanc, this year. Amuse Society declined to disclose estimates for sales.
The Web site and Facebook and Instagram pages for Amuse Society will go live Friday. Twitter and Pinterest accounts will be added in the future. Certainly, social media may be the best way to reach its meandering muse.
“The target girl is someone just exiting college and someone who has the ability to now go travel and be a gypsy,” Fry said.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)