English model and daughter to international rock-star, Mick Jagger, Georgia May Jagger has been announced as Volcom's new international brand ambassador. The surf brand has knucked down on its women's campaign, attempting to bridge the gap between the beach and the city, believing Jagger embodies the lifestyle of a Volcom customer.

"I do love the ocean. But we don't necessarily have to be a brand that is a surf brand or skate brand. I think it works in cities too, and for girls like me," said Jagger.

Volcom anticipates Jagger will be a long-term addition to the company's image, with the first campaign having just been shot in Hawaii for the brand's new range of eco-centric swimwear made of recycled fishing nets.

"As consumers, we don't want things that are unwearable. There is a certain element of practicality and environmental awareness."

Lyndsey Roach, the newly appointed head of Volcom women's cited Jagger as the epitome of a Bolcom women, bringing to the table her femininity, super cool and rock and roll attitude.

"Volcom has a very unique brand position with an edge that sets us apart from the competition. It allows us to take our girl from the beach to the city effortlessly. Aligning with Jagger as a global brand ambassador is huge," said Roach.