If boho beach babe Erin Wasson's modern Mick Jagger swagger is your swimwear style muse, meet Amuse Society. It's the much buzzed about lovechild of active sportswear industry vets Mandy Robinson Fry and Summer Rapp, whose edgy-meets-gypsy gear is set to grace shelves this fall.
As WWD reveals, the SoCal-based line's debut spring 2015 collection will include surf-inspired "metallic high-waisted knit shorts, beaded sweatshirts and striped bikinis" ($40 to about $100), which is exactly what you'd expect from a brand who lives by the mantra "beach vida bling." Rapp, former head of women's design division at Volcom (Fry held the same position at Billabong), adds that their girl "has the salt and the street in her blood [...] She's not a sweet girl who the industry is used to." Sounds pretty Wasson to us.
Into it? The merch is slated to hit brick-and-mortar shops like Urban Outfitters, Planet Blue, Nordstrom and Bloomingdale's, plus e-tailers like NastyGal and Shopbop this November.
· Amuse Society [Official Site]
· Amuse Society Gearing Up to Launch in SoCal [WWD, sub req'd]