Roxy has released a campaign its executives hope will help set a new tone for the brand moving forward.The campaign’s all-star cast is a good indication of where it’s headed with models, bloggers and others taking part, including Hailey Baldwin, Martha Hunt, Chanel Iman, Sara Escudero, Halley Elefante, Steph Shep, Tash Oakley and Rocky Barnes. That roster will also be joined by a number of athletes in keeping with Roxy’s roots: world champion surfers Stephanie Gilmore, Kelia Moniz and Lisa Anderson, along with snowboarder Torah Bright.The campaign, titled “Make Waves Move Mountains,” is something Roxy director of global marketing Danielle McKenzie said will serve the brand for at least a few years.“It is a tone that is really relevant to the brand and celebrates the brand’s history and present,” she said.The initial start of the campaign includes a video to be distributed through digital channels and will then be followed with events, including a 15-stop tour that begins at the Coachella Valley Music and Arts Festival. While the brand has been at the music fest before, Roxy’s presence this year will be its largest to date, according to McKenzie.While Roxy has always traditionally been rooted in board sports — as the first dedicated women’s action sports brand under what was previously Quiksilver Inc. and is now Boardriders — the new campaign aims to have a much broader appeal to the non-core segment.The marketing is the result of consumer research done across the Boardriders portfolio, which also includes the Quiksilver and DC Shoes brands, as part of the company’s overall turnaround strategy.“The significant investment was made to enable us to understand our consumers better than ever before as well as align a pointed brand strategy, a north star to move forward and progress,” McKenzie said. “At a more tactical level, it really proved the health of the brand and we’re in a really strong position, especially considering some of the business challenges that the organization had previously had in the last 18 months. The consumer still perceived the brand to be very strong.”The company, previously named Quiksilver Inc., emerged from bankruptcy in early 2016 and changed its name to Boardriders the following year. This year, the company confirmed it had agreed to acquire Australian rival Billabong International Ltd., creating an action sports behemoth of multiple surf, skate and snow brands in addition to retail.The merged company could prove a formidable force against the streetwear segment, which has been eating share for some time. Roxy’s team appears to see upside in the current market environment.“I think we’re really confident in our positioning,” McKenzie said. “Now more than ever we’re seeing a rise in adventure industries. We’re seeing a rise in travel categories. We’re seeing a rise in active and street categories as well as this beach-inspired high fashion. And with that, I think the timing is right for a brand like Roxy to regain the attention of the broader market and ultimately that’s the intent of this campaign.”
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
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.