Behind The Brand: Fleur Boys from Billabong's Bloom Daze Collection

  • Style
posted by James Willmott

It’s been said that a brand’s clothing line is a true visual personification of the brand itself, and that’s exactly the case for Billabong’s new Bloom Daze Collection. Featuring a variety of artistic prints, eye catching colours, creative cuts and much more, the collection speaks to females from all walks of life, and celebrates the label’s true coastal spirit and adventurous lifestyle.

To find out more, we caught up with Billabong’s Design Manager Fleur Boys, to talk every aspect of the amazing new Bloom Daze Collection.

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What is your role in the Billabong design team?
Design Manager. 

What was the inspiration behind this Billabong Bloom Daze Collection?
Blooms day is Inspired by the rich colours of an 80’s Australian Summer. There is a bit of Jenny Kee boldness in the big lush blooming florals mixed with darker animalistic print a celebration of colour for the last hot days when you never want to take your bikini off. There is also a myriad of clashing influences with modern graphic shapes mixing with a softer seventies bohemian.

Describe your work place?
Chaotic, we live amongst overflowing racks of clothes, towering shelves of fabrics, books and prints, with the occasional glimpse of palm trees through the windows.

How are the designs perfect for women of all walks of life?
The Billabong design ethos is for the beach and by the beach so with that comes relaxed shapes, natural fabrics and an easiness of wear. It does help we offer every fit shape and size imaginable in our swim line too.

How did you choose the cuts and materials?
We have a talented design crew that specialise in their different areas, they suggest and I just mix it all together to make sure we have enough newness and some great updates.

What sets the range apart from others on the market?
Our surf/beach culture transcends through out design, our prints and colour and even shapes are considered for that Beach Bohemian.

What will we catch you wearing from the collection?
I’m absolutely loving the Viva Top – its such a great shape, I can’t decide which print will be my favourite but I will be pairing it back with a matching printed bottom for that Lets Hook Up/ All in One Look.

What is the time frame for developing such an amazing collection?
We have about 6–8 weeks true design time each season but we develop the range about ten months ahead of product being in store.

Describe the Billabong design team in 3 words.
Creative Beach-Lovin Cool-cats (if you hyphenate its only three words)

Can you talk us through the design process from first putting pen to paper to seeing the end product?
I start out with initial creative direction that is mostly print and colour direction the designers work through key trends, then we bring it together with must have looks and outfits and strategise around what key shapes we really want to stand for. Then it’s a huge process of artwork, fits, fabrics, the designers and artists draw up the range and we start mixing it back together into monthly collections before we present it to our sales team and buyers. Another big process of fits and approvals, then we take it on a photoshoot before presenting to buyers throughout Australasia.

If you could nominate any person in the history of mankind (or several people) who would you love to see wearing the collection?
I’m going to make one perfect girl made up from a few perfect girls… so she would be part Brooke Shields (in her Blue Lagoon Days) with part Kate Bosworth (in her Blue Crush Days) and part Jane Birkin (in her tomboyish days) with a dash of our current model Rocky Barnes.


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