Is there a high-profile Dior exec somewhere who recently vacationed in Biarritz, took up surfing, and brought it back to the workplace?
Sure seems like it, since just last year, the French high fashion label partnered with Vissla for a $3,300 wetsuit, then created a $10,500 surfboard to accommodate.
And now, they’re taking the next step by bringing aboard French Polynesian surfer Kauli Vaast as…an ambassador? Runway model? Who knows.
Turns out, Dior is designating Vaast as a “new icon,” one “driven by a desire to surpass himself, he henceforth embodies the audacity and excellence of the house.”
Read: don’t expect a big ol’ Dior sticker to replace the Quiksilver one on his nose.
But the French fashion house has obviously found some value and/or interest in the Tahitian tube hound. And rightfully so. Vaast has qualified for the Paris 2024 Olympics where he’ll be competing against a field of the world’s best, and representing the home team at the host venue for this year’s surfing event, Teahupo’o Tahiti.
“I’m honored and proud to join this magnificent fashion house, which moves forward day by day with audacity and creativity, just as I must do in surf,” Vaast said in a statement.
Surfing and high fashion…does it work? Has it ever? Will Kauli be donning a Dior x Vissla wetsuit vest beneath his jersey at Teahupo’o during the Paris 2024 Games, tucking into Teahupo’o pits and asserting his homecourt dominance?
A runway gig following the games?
Stay tuned.
***
Don’t miss another headline from SURFER! Subscribe to our newsletter, follow us on Instagram, and stay connected with the latest happenings in the world of surfing. We’re always on the lookout for amusing, interesting and engaging surf-related videos to feature on our channels.
Whether you’re a professional surfer or just an amateur, we want to see your best footage and help you share it with the world. Submit your video for a chance to be featured on SURFER and our social channels. Be sure to subscribe to our YouTube channel to watch high-quality surf videos.