Going behind the scenes with the Rip Curl design team
RIP CURL is giving its customers a behind the scenes peek at how its groundbreaking bikini fit guide came together.
In June this year the surf brand released the first-ever Interactive Bikini Fit Guide, which featured its own female design team as the willing models who stepped up to help bring the idea to life.
Shot on the women behind the brand, the guide is designed to offer a whole new shopping experience for bikinis which allows customers to see bathers on women of different body shapes.
This week Rip Curl released a four-minute video which shows the making of the Interactive Fit Guide and shares the thoughts of the women who helped pull it all together.
Associate creative director at Rip Curl, Ash Reader, says the behind the scenes video was created to provide some insight into how the Fit Guide came about, and to put real faces and personalities to the brand’s swimwear.
“When we had the idea of creating the Interactive Fit Guide, we put a local call-out for talent. We wanted to celebrate our community and show everyday women,” Ash explains.
“This invite extended to our crew, and the Women’s Design Team put their hand up.
“They believed in this idea so much and knew how important it was, and even though the idea of modelling was daunting, they all wanted to be a part of it.”
Ash says the video is an all-access, backstage pass to the Rip Curl brand and to the women who not only design the swimwear but also believe in the product enough to pull themselves out of their comfort zone and into the limelight, in front of the lens.
“Consumers are more conscious now than ever, not only about who makes their clothes but also who designs them,” she says.
“Rip Curl is a global brand with talented crew in each major region throughout the globe, and I hope viewers can take away how much time, passion and love goes into every piece of swim we create.
“The women who work on our design team think about our customer, always, and continually are finding ways to be more inclusive and accessible.”
The Interactive Fit Guide is a part of Rip Curl’s latest global swimwear campaign, which has the theme of ‘Summer Looks Good On You’.
“The aim of the campaign is to celebrate the diverse group of women within Rip Curl,” Ash says.
“From our athletes located all over to the world, to the women who design our products.”
To view the making of the Interactive Bikini Fit Guide, head to ripcurl.com.