Quiksilver launches campaign to support womenswear's new direction

By

Sandra Halliday

Published
Feb 25, 2021

Quiksilver has rebooted its approach to womenswear marketing and has unveiled a new direction and a new creative to support the latest womenswear range.

The new campaign was shot by French photographer Raffaele Cariou and features model Irene Guarenes. It come just as the brand launches its first-ever Zine that’s full of lifestyle imagery. 

The new womenswear approach sees the brand offer up a “contemporary take" on the surf style it’s known for with "a spin on" the 1990s revival. And the new offer includes swimwear that’s now “100% sustainable and made from recycled fishing waste”, which makes sense given that’s likely to be a key priority for the consumers buying the range. 

Further promotional support behind the label’s womenswear offer sees it debuting a monthly film series focused on the female surf community. It consists of “short and feel-good films [that] perfectly encapsulate a group of personalities who represent the Quiksilver Women’s brand”.

Exploring the lives of ‘real’ people has become an increasingly popular approach for lifestyle brands in recent years. The first film in the Time Well Spent series sees Australian surfer Ivy Thomas share what she does during her day.