OG surfwear creator Quiksilver decided to add an all-new apparel line for women to its product line, celebrating urban beach culture and contemporary art influences.
Founded in 1969, the Australian brand Quiksilver has been a reference for surf culture and beach apparel for decades. Celebrating its 50th anniversary in 2019, the brand decided to launch a dedicated segment for women, offering streetwear-inspired apparel and a swimwear capsule using recycled materials.
As Global Director of PR, I was integrated into the project from the initial ideation to the go-to-market campaign on Quiksilver's key markets (Australia, France, Germany, Spain, the US, and the UK). We spent over 12 months defining key components such as brand positioning and identity, key messaging, and the creative campaign, collaborating closely with the design team and sales direction.
My role included specifically: