#I C O N I C I T E M

FASHIONTHROWDOWN

Looking for the perfect New Year's Eve dress or something pretty to wear on Chrissy Day?
THE ICONIC team are here to help! Tweet whose looks you'll be trying this summer. #fashionthrowdown

It's A Wrap

We've picked the best presents for every personality on your nice list -
so your Christmas shopping is in the bag (or box).

BEACH BABE

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The perfect pieces for the summer holidays.

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O'Neill - $59.95
COMING SOON

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Sunnylife - $49.95
COMING SOON

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Adidas Performance - $15.00
COMING SOON

SPORTS STAR

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Buys that will have any gal excited about her workout.

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Nike - $40.00
COMING SOON

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Nike - $40.00
COMING SOON

#TRENDING

THE BLOGGER'S EDIT

In a style slump? We've recruited a musician, fashionista and blogger
extraordinaire to show you how to wear the season's hottest buy.
  • Wish - $99.95

    O'Neill - $59.99

  • Atmos&Here - $59.95

    O'Neill - $59.99

  • TREND:
    PRINTEDSHORTS

    Who wears printed short shorts? Olivia Palermo, Solange Knowles and Miranda Kerr, just to name a few - and your name will soon be on the list, too. Team them with sandals and a cropped-tee to a festival, flatforms and a button-up for lunch, and block heels and a clashing print on a night out. In luxurious silks and breezy cottons, there has never been a better excuse to flaunt your legs. This is one trend that can't be ignored this summer.

  • Atmos&Here - $59.95

    O'Neill - $39.99

Blue Crush

An iconic and much-loved Australian brand had a vision to inject a little girl power into surfing culture. Now Roxy, and its world-champion team members, are riding the wave of success.

WORDS - Arizona Atkinson

The world first fell in love with a female surfer in 1957. She was young, petite and fictional - her name was Gidget. The story of this girl - who discovered the joys of surfing (and surfers) and was determined to participate in the 'boys-only' sport - was adapted into various films and a popular television series starring Sally Field. Yet it was decades before real-life female surfers would receive equal attention. Enter Quiksilver. If you google any glossary of surfing terms, most of them will have an entry for this iconic Australian brand, which has been worn and trusted by professional surfers since the '70s. It was Quiksilver that identified an opportunity in the untapped women's surf market. The brand's decision to launch a women's label in 1990 was a bold move, but its vision for Roxy - "fun, bold, athletic and daring" - would lead sporting movements, inspire global fashion trends and pave the way for the next generation of surf brands.

Initially specialising in swimwear, Roxy sportswear was introduced in 1991, followed by denim apparel and snow pieces the year after. Having the Quiksilver name behind it gave Roxy an authenticity that was respected by both consumers and retailers. By 1993, Roxy was officially killing it. A heart-shaped crest logo was created from a mirror image of Quiksilver's famous cresting wave and snow-capped mountain, cementing the brand's identity.

Roxy's defining moment came later in 1993, when it created the first board shorts designed specifically for women. Merging practicality and style, the board short was the next big thing. No longer did female surfers have to wear men's clothes for practicality - they could be both athletic and feminine. Sophie Marshall, head of product at Roxy HQ, says, "girls all over the country surf, skateboard, snowboard and really live life to the fullest, so the best feedback we get is that we design products that girls can wear on and off the board, by marrying fashion and performance." But it wasn't just surfers who jumped on-board the trend; even girls who had never seen the ocean were suddenly decked out in surf apparel.

In 1994, Lisa Andersen, then the reigning ASP Female World Champion, became the first member of the Roxy team. She went on to win three more world titles, and along with them, the admiration of a generation of would-be female surfers. Sophie describes the typical Roxy girl as daring and "always up for a challenge" - an apt description of Lisa herself. When she became the first woman to grace the cover of Surfer magazine in 1995, the original Roxy girl signalled a change in the way female surfers were viewed in the sport. No longer the towel-minding beach bunnies depicted in Kathy Lette and Gabrielle Carey's 1979 novel Puberty Blues, girls demanded respect and their rightful place in the line-up.

Roxy's commitment to the women's surfing movement led it from team sponsorship to its own branded competition. Hawaii became home to the first annual Quiksilver/Roxy Women's pro event in 1995. Its success inspired current Roxy events such as Roxy Pro Gold Coast, Waikiki Classic and Roxy Pro Biarritz. With substantial sponsorship backing the cause and an ever-expanding team that includes Aussie favourites Stephanie Gilmore and Sally Fitzgibbons, Roxy is now the largest corporate sponsor of women's surfing worldwide.

But Roxy's athleticism reaches far beyond the beach. A full line of snowboards was introduced in 2003, followed by Roxy Ski. Over the years, Roxy's product line has incorporated footwear, watches, jewellery, bags and even a line of bedding. Most recently, a Roxy Outdoor Fitness store has opened in Byron Bay, with a collection that features running, climbing and yoga attire as well as traditional surf and ski.

Part of Roxy's success lies in its ability to translate current trends into practical pieces, and this summer is no different. "December brings the release of our Pop Surf collection, featuring world surfing champion, Steph Gilmore. This iconic collection is a combination of fashion-forward surf and swim pieces in vibrant palm scenic prints and vivid stripes," says Sophie. Roxy has become a label for active and fashionable girls everywhere, enjoying mass-market appeal without losing its core audience.

Name: Lisa Andersen
Hometown: Daytona, Florida
Stance: Regular
Results: Four-time World Champion. Lisa is considered one of the most influential surfers of all time and a pioneer of modern women's surfing.

Name: Stephanie Gilmore
Hometown: Murwillumbah, New South Wales
Stance: Regular
Results: Five-time World Champion. Steph has dominated women's professional surfing since 2007.

Name: Sally Fitzgibbons
Hometown: Gerroa, New South Wales
Stance: Regular
Results: Winner of Roxy Pro France 2013 and two-time runner-up World Champion. Sally was the youngest surfer to ever win an ASP Pro Junior event and the fastest to qualify for the ASP World Tour in 2008. She also recently won the title of 2013 Women's Health Sports Woman of the Year.

THE COLLECTION

As other brands have followed suit with activewear geared towards a female audience, women's clothing has dominated surf sales worldwide.

While the modern-day surfer girl might still look a bit like Gidget - young, blonde and bikini-clad - there's no doubt that female surfers are changing the game. Five-time ASP world champion and Roxy team member Steph Gilmore is reportedly the sports' first million-dollar female surfer. She is also helping to promote an active outdoor lifestyle that is strongly embedded within the Australian culture and at the core of Roxy's values. In an interview with Surfer magazine, Steph said, "We're stepping into magazines like Vogue and Vanity Fair and all these areas that are shining the light on women's surfing in the right way. And I think right now it's because of the way the girls are surfing - with that style and grace." *

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