An ad campaign composed of visuals, a Facebook contest, point-of-sale displays and even a publicity film: for the first time ever, Billabong is turning all the attention to its denim collections, with a media plan solely dedicated to Wild, its new jeans line for women.

Billabong's ad campaign for its new 'Wild' denim line

Even if the surf wear brand has long introduced denim pieces to its collections, the Summer 2011 season is going to see the arrival of more classic and original models. The Core line offers 5 pieces, ranging from regular to bootcut, while the new Wild line integrates 8 more elaborated models, some having already appeared in Billabong’s collections before, and other new ones such as the Maryan, an authentic “selvage denim regular”, as well as the Zahara overalls.

The men’s line follows a similar model, divided between the 8-piece Core line, dedicated to more entry-level products, and the premium range named Killer Denim, consisting of 7 pieces with more elaborated cuts, washes and materials.

With items priced between 65 and 100 euros for women, and from 80 to 110 for men, Billabong wants all eyes to be on its denim universe; proof that the Australian brand has developed this sector. Furthermore, Billabong is currently preparing another campaign, expected to come out around September 2011, which integrates both the men’s and women’s lines.