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ASB MAGAZINE: Billabong recently announced a collection with edgy and trend setting brand, It’s Now Cool (INC). INC is a curation of the hottest swim styles from around the globe, shot in a unique and distinctive way capturing the beauty of confident and healthy women. This year marks the second collaboration, a fusion of two iconic Australian brands that all started on the North Shore of Hawaii, the place the relationship blossomed and where the first collection was shot last year.

Working with Billabong has always been such a goal for me having grown up with the brand on the beaches of WA. Being able to do this second collaboration with such a well established brand at one of my favourite destinations in the world was a dream come true,” said Josie Clough, founder and photographer of INC. “Beyond having such an amazing location and unique product, we had the opportunity to work with one of Australia’s leading models, Elyse Taylor. She is a great friend of mine and such a strong, independent, confident woman who has achieved such great things and we were so lucky to have the chance to work with her on this campaign.”

Collaborations are part of Billabong’s DNA and the authentic story telling around these moments is what the market engages with to add excitement and freshness to the brand. “It was an obvious partnership, both brands live for the beach, the sun, the sand, the sea and the surf. And we love the lifestyle that comes with it and want to share it with everyone that lives and breathes a bikini kind of life,” said Stephanie Hendrickson, Marketing Manager for Billabong Womens Australia. 

Elyse Taylor was an immediate choice to be the face of the collaboration. Having shot for Billabong 10 years ago she represents the fun loving Aussie beach babe that our target market resonates with. “I’m so excited by this collaboration of iconic brands, I mean if you put Josie Clough and Elyse Taylor on a beach, you know magic is going to happen,” said Fleur Boys, Billabong Womens Design Manager. “As for the swim, well it’s perfect for a scorching Aussie Summer. Just red hot.” 

The 12-piece collection is based around the strong colours of black and red and with a striped swim the hero of the range. Available in trend-setting silhouettes including a skimpy triangle top, a simple style bandeau, off the shoulder long sleeve top, a statement one piece, as well as Billabong’s best selling bottom styles; The Maui Rider and Hike Pant. A black crochet cami and onesie are the perfect swim coverup and the beach bag and towel round out the collection for the complete beach get up. 

BILLABONG x IT’S NOW COOL is available from selected Billabong, SDS stores, other selected retailers and online at