Seafolly has announced its new global ambassador, Australian model, beauty entrepreneur and philanthropist Lara Worthington.
The news comes as the swimwear label executes its comeback strategy after falling and re-emerging from administration in 2020.
Speaking on the comeback strategy in 2020, Seafolly CEO Brendan Santamaria said that the goal was to revamp the brand and expand it further.
"Now is the time to shake things up at Seafolly and I see real opportunity for Seafolly to emerge post voluntary administration (VA) as one of the world’s most iconic swimwear and beach lifestyle brands.
"To date the brand has established and nurtured a global loyal customer following especially here in Australia.
"Our goal is to grow this customer base further and set the brand back on its trajectory to global success, together with our partners," he said.
Helping to achieve this aim is Worthington, whose ambassadorship announcement is one of the biggest the brand has made since emerging from VA.
Worthington joins a high-profile line-up of former Seafolly ambassadors including Gigi Hadid, Miranda Kerr and Jessica Hart, and begins her ambassadorship with the 'Always Seafolly' campaign.
According to Seafolly's head of marketing Victoria Taylor, the campaign aims to empower women to #FeelThatWay always - a message which Worthington embodies, Taylor said.
"Lara illuminates how our latest collections can be uniquely styled to suit individual personalities and lifestyles, showcasing that being yourself, being comfortable and looking stylish are not mutually exclusive.
"Lara is a remarkable talent and there is no denying her down to earth nature and love for the beach will resonate with our customers.
"When we first approached her about a partnership, we were drawn to her confidence and passion for wellness as much as her love for Australia and the beach.
"She loves to express herself through style and is a constant inspiration to her fans on living a fulfilling lifestyle.
"It’s that authenticity and unapologetic spirit that we admire, and we are thrilled to welcome her to the Seafolly family," she said.
The campaign will be communicated across Seafolly and Worthington's channels, which include sizeable audiences of 523,000 and 746,000 Instagram followers respectively.
This season, Seafolly has introduced ‘Seafolly Originals,’ a collection of loungewear featuring embroidery of the heritage Seafolly logo, available in Lilac, Beige, True Navy, Thyme, White and Black.
The business has also welcomed a new line of knitwear and ready-to-wear pieces that help Aussies transition between the seasons.
Meanwhile, Seafolly is also furthering its journey towards greater sustainability, focusing on using fabrics made with recycled yarns to create mindful products.
Worthington will appear in worldwide campaigns across a range of channels until October 2021.
Seafolly is sold in over 1,600 doors in 51 countries, through its retail stores, eCommerce site, leading retailers and major online sites.
There are 25 Seafolly stores (21 in Australia and 4 in Singapore) and the company ships to Australia, Singapore and the US through its own eCommerce site.