Volcom Execs on Signing Georgia May Jagger

We followed up with Volcom executives about their big news last week – the signing of Georgia May Jagger as the new global brand ambassador for Volcom Women’s. 

The London-based model and daughter of Mick Jagger is Volcom’s first global brand ambassador outside of the action sports on the women’s side, and one the brand gave serious consideration to.

This move comes on the heels of the recent appointment of Lyndsey Roach as the Global Head of the Women’s Business for Volcom.

SES spoke with Lyndsey and Volcom CEO Todd Hymel to find out more about the partnership with Georgia May Jagger, opportunities for their women’s business, and more on Volcom’s upcoming eco initiative.

How do you see Volcom Women’s evolving, and what is the opportunity there? 

CEO Todd Hymel:  I’ve made the women’s business a priority globally and we are investing in it starting with putting Lyndsey in place as a global head of the business. 

Now aligning with Georgia May Jagger, we have the right product and brand identity to deliver something unique to the consumer.

How will signing Georgia help Volcom reach new customers? 

Todd Hymel:  Georgia has global appeal and she is the epitome of what Volcom Women’s stands for.  She lives the beach to city life and we are excited about the future.

Was signing Georgia May Jagger in the works before you came on board, or is this your first major initiative?

Lyndsey Roach:  Georgia has been at the top of a short list of muses for the Volcom Women’s team, so all I did was connect the dots to her.

When I first approached her she was very familiar with the brand so there was excitement on both sides from the start.

Why is Georgia a fit for Volcom?  What does she bring to the table, and how do you plan to activate her?

Lyndsey Roach:  Georgia has a unique style that is feminine and edgy, she effortlessly mixes high end with vintage and sporty / lifestyle apparel. She is passionate about the ocean and fit right in with Coco Ho and Quincy Davis at our recent photo shoot.

Since this is a longer-term partnership, we are really working with her to ensure the relationship is organic. At this point, we’re just excited to welcome her into the Volcom family so exact plans are still in progress, but trust she will be involved in a variety of ways!

Has Volcom ever had a global ambassador outside the action sports space? 

Lyndsey Roach:  No, which makes this even more exciting for the brand. 

Why was now the right time for Volcom to partner with an ambassador like Georgia?

Lyndsey Roach:  We have great product coming for Spring 2017 and now we have an even better story to tell with Georgia in our squad.

Can you tell us more about Volcom’s upcoming eco-centric collection?  What will this collection feature, and how will Georgia be involved?

Lyndsey Roach:  It will further Volcom’s place on the map of sustainability which in 2016 is not only timely but of significant importance to Volcom and Kering.

We are known for our recognizably Volcom design and fit, which will soon available to our customer as an environmentally conscious purchase.  More information about the Eco collection will be released soon.