Professional surfer Victoria Vergara has launched her own swimwear brand, vivi by victoria, transitioning from a long-term design collaborator for established labels to an independent entrepreneur. The brand’s debut product line, focused on functional and feminine swimwear, launched last month and is complemented by a strategic partnership with the French sporting goods retailer Decathlon.
Vergara, a longboard specialist known for her grace on the water, developed the brand’s foundation through years of designing collections for Rip Curl. According to Vergara, the decision to start her own label stemmed from a desire to own her creative output rather than building someone else’s brand. She stated that swimwear was the most natural starting point because it is the product she wears most frequently while surfing and the one she felt most confident designing.
The brand name “vivi” is derived from a nickname given to her by the family of the Gudauskas brothers. While the initial launch focused on swimwear, Vergara has indicated that this is only the “first chapter” of the brand’s expansion.
From Reunion Island to Global Design
Vergara’s approach to design is heavily influenced by her upbringing in the tropics. Born on the French mainland, she moved to New Caledonia at age 4 before relocating to Reunion Island, a French overseas department in the Indian Ocean. She describes Reunion as a “melting pot” of Asian, Arab, African, and French cultures, a volcanic environment that shaped her early identity.
Her evolution from a “tomboy” who wore boardshorts until age 15 to a feminine powerhouse in the water informs the aesthetic of vivi by victoria. Vergara noted that the surfing industry has historically been male-dominated, which limited the styles available to women. Her brand seeks to bridge that gap by bringing “sexiness into surfing” while maintaining technical functionality.
The transition to the French mainland at age 18 also provided a cultural contrast that influenced her perspective on fashion. Vergara recalled that the more tropical and easygoing nature of Reunion meant smaller bikinis were the norm, whereas mainland France at the time favored more conservative styles. She believes the current swim and fashion space is now more open to exploration.
Strategic Partnership with Decathlon
Parallel to her independent label, Vergara has launched a collaboration with Decathlon. The vivi × Decathlon line expands beyond simple swimwear to include a broader range of beach and surf gear. The collection features:
- Bikinis and a swimsuit top
- A skirt equipped with technical pockets
- Beach accessories including an umbrella and a towel
- A soft-top surfboard
This collaboration is available at Decathlon flagship stores in major European hubs, specifically Barcelona, Madrid, Paris, and Rome. Vergara stated that she accepted the partnership because the retailer granted her full creative control over the designs.
Defining the Athlete vs. Influencer Identity
Despite her significant social media presence, Vergara has explicitly pushed back against being labeled an “influencer.” This conflict came to a head during a longboard event in Abu Dhabi, where an announcer used the term to describe her. Vergara later used her Instagram story to clarify, stating, “I’m not an influencer!”
Vergara argues that the label diminishes her professional standing as an athlete, noting that top surfers like Stephanie Gilmore or Italo Ferreira are rarely referred to as influencers. She maintains that her social media growth was organic, beginning when she first downloaded the app after reading about it in Vogue at age 16 or 17. She asserts that she is not paid for her posts and that her online presence is a side effect of her career as a surfer, not the primary focus.
For Vergara, the athlete identity remains paramount. She stated that even if Instagram were to disappear, she would continue her career in surfing and design.
The brand continues to expand its product pipeline following the success of the first swimwear drop. Interested parties can find more information and current collections at vivibyvictoria.com.
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