Creative design

Roxy appoints Stephanie Micci Creative, Design Director for Surf and Snow – WWD

Roxy has appointed Stéphanie Micci as its first creative and design director for the surf and snowboard collections for women.

Prior to taking on this new role, Micci led the Roxy team as Global Creative and Design Director; she moved to the brand’s headquarters in southwest France in 2019 to join the team after being head of design for Tommy Hilfiger Sport. A graduate of Parson, Micci has also worked in the design teams of Proenza Schouler, Burberry and Calvin Klein.

Micci spoke to WWD about Roxy’s future and her goals for sustainability, community, inclusion and more, alongside the launch of the Roxy Snow 203 collection, which features the Olympic snowboard gold medalist and Brand Ambassador Chloe Kim.

“On a macro level, when Roxy first saw the light of day in the 90s, before it was a hashtag or any Instagram, Roxy has always championed the support and empowerment of women. Not just in the surf community, but in all walks of life, “Micci told Zoom, adding:” It’s really fun to have that as a guide, especially growing up with Roxy. Everyone you’ve seen in the countryside had such a free spirit and such a strong sense of self… It’s nice to really stand up for authenticity and celebrate the individual.

In his new role, Micci plans to continue to promote Roxy’s core values ​​- community and social responsibility, inclusiveness, diversity and empowerment – from the lowest level.

Stephanie Micci
Courtesy photo

“I probably sound like a broken record for my team, but at least the message is clear: to do things meaningfully and also to be genuine about it,” she explained. “Everything we do we support 120% and we want to make sure it’s something that we actually do something and not just talk about it. “

As part of social responsibility, this means exploring the ways eco-friendly manufacturing has evolved – from fabrics to in-house teams to the end product. The company has established workplace sustainability committees, tasking members of each team to become experts in their field at each level of the development process. At the design level, the Micci team also strives to offer more environmentally friendly materials and washes from the earliest stages of product development, delivering stylish and durable designs for the Roxy customer.

The brand has started rolling out expanded sizes in technical categories – particularly snow and swimming – and is working on developing different silhouette fits within the design team. “You could have five different people who are the same height, but the way they are formed and what looks best on them will be different from a silhouette point of view,” Micci noted. The importance of expanded sizing is a key effort in providing the Roxy customer with something they can feel comfortable and confident in.

From the point of view of diversity, the brand has always been a community one. Roxy is looking for new ways to connect with the community during isolated times due to COVID-19.

“I can’t dig into it right now, but we’re definitely looking at different experiences and creating experiences around Roxy’s life that draw people from all walks of life and all types of backgrounds,” she said. “For us, different must be celebrated. To be unique is to be celebrated.

February also marks the debut of the Roxy Snow 203 collection, featuring the campaign face Kim.

Chloe Kim, Olympic Snowboard Gold Medalist for Roxy Snow 203

Chloe Kim for Roxy Snow 203.
Courtesy photo

“We are extremely happy to have Chloe on the team. She is a force and honestly one of the most down to earth and kindest people you will ever meet. She has absolutely no egos, she really brings a level of energy and a level of integrity into whatever she does. It’s not just on the halfpipe, she really is like that in real life, ”said Micci, adding that Kim’s partnership with Roxy has provided a better understanding of their current and future products. After testing the products, Kim, who is at the top of her field, provides the team with valuable feedback, as well as ideas and ideas during brainstorming sessions for future products.

“People like Chloe – if you just look at the athletes at all levels that Roxy supports – they’re all world class athletes and world class human beings. They really represent everything that we stand for, which is the active component, to be healthy this way and fearless this way, but also to be a good human being and to have that community synergy that we want to have. ”Micci said.

Chloe Kim, Olympic Snowboard Gold Medalist for Roxy Snow 203

Chloe Kim for Roxy Snow 203.
Courtesy photo

The importance of female partnerships, whether with world-class athletes or creative collaborations, has always been important to the Roxy brand and this is something Micci looks forward to highlighting as Creative Director. and design.

“It’s not a record, but it’s true: we really want to defend, support and empower women. When we look at different types of partnerships across all categories, we are looking to align ourselves with people who have similar value to us, ”she explained, adding,“ This is the continuation of that partnership conversation with other women lead the way in their particular field and continue to support each other. “

Looking ahead, Micci has announced an upcoming fall sports and swimming collaboration with an American designer based in New York City. Micci also underlined the importance of the brand’s “three-way” collaborations. Roxy’s partnership with the Keep a Breast Foundation, in which the brand partners with artists to design products to raise awareness, supports breast cancer research.

“We really just take a 360[-degree] approach to ‘What is the life of a Roxy girl, and what is important to her and what is important to make her your best life?’ », Micci concluded. “It’s everything from what you wear to your physical and mental health in terms of activity and mental health and supporting all of these different aspects of life.”


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