Volcom has successfully built a well-established women’s business over the years.

While they have had a dedicated product team in the past, there hasn’t been one central person in charge to oversee the business and drive initiatives on a global level. In order to maximize future opportunities, Volcom appointed industry vet Lyndsey Roach, head of the division. In her role, Roach will be tasked with overseeing the marketing spend, and other initiatives, to elevate the brand starting with Spring 2017. As with any company, there is always large opportunity to grow a business substantially, specifically worldwide – to achieve this, the brand is aiming to create a more focused and concentrated collection, allowing for some localization where needed. Volcom will bring a highly curated, yet desirable product offering to consumers, which will set them apart from similar brands in the marketplace. Volcom women’s has always been unique in its brand DNA – owning the notion of a collection being transformational, appropriate for both the beach and in the city, with a distinct flare and ‘rock and roll’ edge.

Partnering with fashion darling and rock royalty, Georgia May Jagger, was an obvious choice. She so completely represents the Volcom lifestyle – her energy, independence and confidence perfectly align with the brand and what they stand for. Volcom is focused on the future, recognizing the journeys people are on – Georgia speaks to the generation of today and will most definitely impact those to come, infusing her unmistakable style with the rich foundation Volcom is True To. The brand hasn’t signed a new ambassador on the women’s side in the past 10 years, so bringing Georgia on in a larger, more long-term capacity was something the brand gave serious consideration to. This is not meant to be a one-off stunt – there will be longevity to the relationship; she is now a member of the family!

ECO:
Volcom’s next big initiative is one that will further cement their place on the map of sustainability, which in 2016, is not only timely but of significant importance. Additionally, Georgia’s connection to and existing affinity for oceanic conservancy makes her involvement with Volcom truly organic and a natural pairing for both to be proud of.

SS17 Campaign shoot:
Volcom enlisted a roster of top talent to partake in the execution of their SS17 campaign, capturing the essence of the brand while infusing the aesthetic of these industry influencers:

Photographer: David Sanchez
Stylist: Victoria Young
Hair: Alex Brownsell
Makeup: Maud Laceppe
Models/Ambassadors:
Georgia May Jagger
Quincy Davis
Coco Ho
Keilani Asmus
Tina Kunakey
Maud Le Car