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John Moore

John Moore’s beard looks vintage. We’re talking Amish, or Andrew Jackson era mountain man here.

So it makes sense that the designer went for some vintage looks for the Spring 12 line of QSW, a contemporary line made by Huntington Beach surf giant Quiksilver.

Surf brand Roxy produced this cute little video to show us how we can all look like surfer girl beach goddesses. Here's a hint: it involves a squirt bottle, sea water, bobby pins - and winning the genetic lottery. Also, helpful - the makeup line Roxy developed with Stila. And guess what? There's a video for that too!

Films aren't just for the big screen. Today, they're in fashion. During L.A. Fashion Week, New York-based fashion label Sophomore presented its Spring/Summer 2011 collection via a short video. Titled "Truth or Dare," the short debuted at Paul and Andre's in Hollywood in collaboration with Kanon Organic Vodka. Frankie Rayder, Samaire Armstrong, Nicky Hilton, Roxy Olin, Leo Fitzpatrick and Aaron Bondaroff all turned out for the screening and party.

Photos by Hillary Walsh, courtesy of Roxy

Expert aquatic glider Kassia Meador has worn the Roxy heart on her neoprene sleeve since she was a teenager. Nearly a decade later, when she’s not being photographed in the water as a Roxy-sponsored surfer, she’s the shutterbug on the other side of the lens and contributing to the brand from behind the scenes.

PacSun's poster for its Beach Ballyhoo event

For Pacific Sunwear, connecting with its intended surf-crazy consumer base was simple. It sponsored athletic ventures such as the PacSun USA Surf Team. They will be competing  June 19–22 at the Huntington Beach Pier in Huntington Beach, Calif. However, the retail giant tried something new this weekend.
 

With such a small amount of fabric and major functional qualifications (must cover the appropriate womanly body parts and stay put, flattering fit, waterproof, cuteness factor), swimwear design is an ultimate exercise in problem solving. Two surf lifestyle brands, Billabong and Roxy, challenge you reinvent the wheel with their bikini-design contests.