Season of Sisterhood

Launching a swimwear collection at the end of summer meant going against the current. By September, shoppers were already in fall mode, and the sustainable swimwear space was more crowded than ever. Add in shipping delays, and a traditional launch playbook was out the window.

For Earthy Surf, this drop wasn’t just about new bikinis either—it also marked a business shift toward wellness retreats and community. The challenge? Cut through the noise, turn imperfect timing into a story, and create connection that lasts beyond the season.

As always, our process started with research—digging into category trends, competitor performance, and the content driving engagement across sustainable swimwear. Those insights revealed a familiar pattern: every brand was chasing summer.

Instead of fighting seasonality, we leaned into it by creating a season of our own: The Season of Sisterhood. This campaign celebrated connection and belonging at a time when, in an increasingly divided world, women were craving community and friendship more than ever.

Grounded in that insight, the campaign also became a natural bridge to introduce Earthy Surf’s retreats and wellness events—expanding the brand from product to experience. 

To bring Season of Sisterhood to life, we partnered with photographer Cheyenne Doig and focused on real connection over product. Intentional model casting and warm, textured visuals reinforced inclusivity and authenticity, while layered activations—a soft launch at Mālama Market, a wellness-focused launch party, and social-first storytelling—kept the campaign moving fluidly between online and offline.

Every touchpoint worked together to make the launch experiential—something to be a part of—not just witnessed.