The women’s surf and snow lifestyle brand Roxy is looking to reach the 25+ modern and contemporary female consumer with the launch of its new Roxy Heart collection. In addition, says Valérie Thévenot, Head Designer for the women’s lifestyle brand, “The Roxy Heart collection will be used as an incubator for design, art and music.” For the very first Roxy Heart collection that debuted at Bread & butter in January for the F/W 2009-10 season, Thévenot collaborated with the London-based artist Zakee Shariff. Together, they designed 40 items, including multicolored silk printed dresses that recall 1940s shapes (€199), oversized shirts with printed and embroidered eagles (€59), cashmere-blended harem pants, three styles of boots and deep red tailored leather jackets. Inspiration came from the song “Fly like an Eagle” by the Steve Miller Band and the four elements of nature. “I like the feeling of freedom and that is what I have tried to bring to the prints and garments,” explains Shariff. Roxy Heart will be sold in 30 mid- to high-end concept stores and boutiques such as Colette in Paris across Europe. Prices for the items will also be 15-20% higher than the ones in the Roxy Life line. Going forward, ESDI Barcelona graduate Laura Figueras will design the next Roxy Heart collection for the Spring 2010 season.

—Tina Heindel