Vogue: The Swell Life

Vogue has always been a big supporter of skate and surf subculture. We found this vintage (can you call 1982 vintage?!) clip of Diana Vreeland, former editor of Vogue magazine, and then curator of the Metropolitan Museum of Art’s Costume Institute, waxing poetic on her love/admiration for the sport of surfing and skateboarding.

So, we weren’t surprised that June’s issue features Gossip Girl Blake Lively in a full-on surfing spread. What makes the editorial so cool… some of surfing’s most iconic legends, Rob Machado and Dorian “Doc” Paskowitz, actually taught Ms. Lively and Vogue’s European Editor-at-Large, Hamish Bowles how to paddle out and catch a wave. Pretty epic.


Shot by Mario Testino on Cardiff-by-the-Sea’s sandy beaches, the spread features Lively wearing an assortment of stylish bikinis, one pieces and wetsuits by O’Neill. (Including a Channel Islands surfboard “accessory”.)


Lively’s Gucci ribbed shrunken jacket and powder blue Michael Kors merino-wool t-shirt and bikini bottoms are totally in line with the “fashion does surf” trend that seems to be huge at the moment.


One aspect of the feature we really enjoyed was Bowles’ detailed description of how difficult – and fun – it is learning to surf. Bowles, a cultured man with an acute sense of style declared, “After a hearty brunch I can’t wait to get back in the ocean (I even forgo a visit to Louis Kahn’s iconic masterpiece, the Salk Institute, which will stun anyone who knows me).”


To get the full experience, check out the video from the shoot!

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.