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Billabong Looks to Elevate With Help of Sincerely Jules’ Julie Sariñana

Billabong and Sincerely Jules blogger Julie Sariñana are expanding their relationship with a capsule collection the surfwear company hopes in turn will help elevate the brand.
The collection, totaling more than 40 pieces priced from $39.95 to $84.95, includes swimwear, denim, dresses, rompers, graphic T-shirts, matching tops and bottoms and beach accessories.
The deal deepens the relationship between the two brands, which initially began working together in early 2015 with Sariñana creating content for Billabong.
“It just felt like the right thing to do to go the next step and create a collection together,” Sariñana said, adding readers have historically responded positively in the past to posts she’s done that have included the brand.
The partnership is an interesting one. Sariñana doesn’t surf and is not exactly a fan of the water, which runs opposite to the core surfer the brand was built around. The thinking is the capsule could help broaden Billabong’s reach to — at the least — new retail accounts, and potentially new customers to the Billabong brand. The strategy appears to be working with Selfridges in London along with Printemps and BHV in Paris among some of the accounts picked up as a result of this collection.
“We’ll see where it

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Via:: https://wwd.com/fashion-news/sportswear/billabong-looks-to-elevate-with-sincerely-jules-julie-sarinana-1202927826/