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.”