Today Baywatch, the summer's hottest beach movie, hits theaters and the remake of the 90s phenomenon will have fans dreaming of beautiful California beach days with hot lifeguards Zach Efron and Dwayne the rock Johnson in sexy muscle tees and stylish throwback looks. I got the ultimate taste of Baywatch fashion on Thursday when I attended the exclusive launch the official Baywatch collection at Ron Robinson in Santa Monica.
The collection was created in partnership with Paramount Pictures under a licensing deal for the Baywatch movie and at the same time that we were celebrating the US launch, stars from the film including Efron and The Rock were in Australia promoting the movie overseas. "We are thrilled to have this great design collaboration celebrating the Baywatch movie release,” said LeeAnne Stables, President, Worldwide Marketing Partnerships & Licensing at Paramount Pictures. “The film spotlights the spirit of the beach lifestyle in a fresh and contemporary way – perfectly captured by Ron Robinson and Sugar.” The partnership between Sugar and Paramount resulted in a great personalized collection for fans with many options for customers to pick styles they liked and items that they could enjoy all summer long.
At the event I spoke with reps from Sugar t-shirts the brand behind the fun retro collection as well as a representative from Paramount Pictures Australia who told me that the swimsuit styles in the fun retro collection were inspired by the costumes in the movie. As I wandered around the store checking out all the fun photo ops with the Baywatch decorations I could definitely see the resemblance.
This collection was the first to include menswear for Sugar tees and they did a great job translating their signature sassy style into the menswear collection with funny sayings and graphic designs that will no doubt start a trend for the summer.
My personal favorite of the womenswear looks was this cute bodysuit inspired by the signature red Baywatch swimsuit which became an icon of SoCal beach styles in the 90s.
Guests had a great time in the store checking out all the beach themed products to go with the collection and summer vibes were everywhere as many showed up wearing pieces from the collection.
Check out my article for E! News about the revival of the Baywatch movie here and don't forget to check out the collection online so you can show up to the new movie in theaters now in style!
Loved my cute little makeup bag form the event it was perfect for a beach day!
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