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With her long, tousled hair, golden tan and countless tattoos, Mimi Elashiry is the epitome of the surfer-cool poster girl. So it’s surprising that ROXY is the first swim-focused fashion brand to tap the social media star as an ambassador.
Then again, it’s a big first too for the 27-year-old Australian surf and snow gear brand owned by Quicksilver. Elashiry, whose real name Ismeen stems from her Egyptian heritage, is the first social media sensation to star in a ROXY campaign, in this case, the High Summer range of swimwear.
Granted, these days she’s more likely spotted at fashion parties than surf competitions, but 22-year-old Elashiry’s addition to the ROXY lineup of boardriders and athletes isn’t the giant stretch you might imagine.
Mimi Elashiry for ROXY Swimwear SS17
Credit: Ming Nomchong
The 22-year-old scholarship-winning ballet dancer and grew up on the beaches of Eastern Sydney. Well known and hugely popular for her relaxed, bohemian style vibe and healthy body confidence (read GRAZIA’s previous My, My Selfie & I interview with her here) she’s part muse, part social media magic for the Australian surf and snow brand.
GRAZIA spoke to Elashiry about the campaign, her must-have summer swim wardrobe, how she stays bikini ready and what all those tattoos really mean.
MIMI, HOW DID THIS BEACHY COMMERCIAL MATCHMAKING COME ABOUT? I suppose working with them evolved naturally. I have grown up by the beach in Australia, between the Gold Coast to Sydney. Roxy has been a part of my life since I was a little girl. I admire it as a brand built for women by women.
Mimi Elashiry for ROXY Swimwear SS17
Credit: Ming Nomchong
WHERE WAS THIS CAMPAIGN SHOT AND WHAT WAS THE EXPERIENCE LIKE? It was shot by a good friend of mine Ming Nomchong in Byron Bay, an old home of mine. So the focus of the whole experience was a really beautiful, natural, relaxed day adventuring the beaches I know all too well, with friends both new and old. The weather was beautiful and the vibes were high.
YOU GREW UP NEAR THE BEACH. CAN YOU DESCRIBE YOUR CHILDHOOD AND HOW LIVING NEAR THE OCEAN SHAPED THE ADULT YOU ARE? I grew up living between the Gold Coast and Sydney. Although as a young dancer I spent the majority of my days in ballet studios, every weekend I was always so excited to go to the beach. I think growing up by the sea shaped me into being a really outdoorsy adult. When the sun is out I find it hard to be productive in terms of admin. I want to go for a walk, a swim, a surf, a bike ride, a hike, bask in the sun, all those things.
Mimi Elashiry for ROXY Swimwear SS17
Credit: Ming Nomchong
WHAT ESSENTIALS WOULD BE IN YOUR TOTE BAG FOR A DAY AT THE BEACH?A big glass bottle of water (don’t use plastic!) a little lightweight Turkish towel, non-nano zinc sunscreen for my face, a book… and some snacks! Probably dates, olives, some healthy crackers or chopped carrots and dip!
CAN YOU SURF? Yes, I can surf. I learned five years ago in Byron Bay, but I’m certainly no pro. I love longboarding and I have been lucky enough to have Matt Yeates shape and create some beautiful boards for me. Surfing for me honestly is more about being out in the sea, surrounded by natures soft seas, sublime sunrises and sunsets, distant hazy mountains. Learning in Byron and Noosa left me with the most beautiful memories or surfing with dolphins, penguins and sea turtles.
WHO WOULD YOU MOST LOVE TO HAVE A SURFING LESSON WITH AND FROM? Stephanie Gilmore is such a wonderful role model for young women and I would love to have a chat with her out in the surf. Maybe she could teach me to ride a shortboard.
Mimi Elashiry for ROXY Swimwear SS17
Credit: Ming Nomchong
YOU’RE AN ATHLETE (DANCER) YOURSELF. HOW OFTEN DO YOU TAKE CLASSES OR REHEARSE NOW? As I travel a lot I find it hard to get to classes regularly. When I lived in Los Angeles in 2016 and London earlier this year, I was taking classes four or five times a week and I feel back in love with it. Now I’m back in Sydney I try to get to Sydney Dance Company for ballet and contemporary classes or Dance Central for belly dancing when I can.
APART FROM DANCE TRAINING, WHAT ELSE DO YOU DO TO STAY FIT AND BIKINI-READY? When I can’t make it to ballet I do a boxing nearly every day, yoga and walking to keep me fit. I love that quirky little ’80s 8-minute abs video on YouTube too.
WHAT’S YOUR FAVOURITE SWIMSUIT IN THIS ROXY COLLECTION AND WHY? I love the Roxy essentials black and white bikini. The fit is super-flattering.
Mimi Elashiry for ROXY Swimwear SS17
Credit: Ming Nomchong
CAN YOU TALK US THROUGH THE TATTOOS WE CAN SEE IN THESE IMAGES? Haha, which ones? Someone asked me the other day how many I have, so I counted for the first time and I have 25 tattoos! They’re quite well hidden. I have always been someone who has loved the art of tattooing. To me, each is like a little passport stamp that is relevant to a certain moment in my life.
“I never overthink my tattoos.”
I’m very spontaneous and when I think of something I want, I get it almost immediately because it is relevant to me in that moment. To describe some, I have “Love” written in Arabic on my finger. My mum has the same tattoo; we got that together. I have little ornamental stripes on my fingers; a friend Lydia Kirkwood and I got those together in Bali. My moon is another little matching one I got with my friend Mariah. I wear my heart on my sleeve, matching with a soul mate this one marks my first experience of pure love and passion. Eight dots down my arm literally represent the letters of the word Infinity. I have the pyramids of Giza on my arm (I am Egyptian) and “Dear Friend” across my arm is my favourite song by my favourite musician Jonathan Wilson.
DO YOU HAVE A FAVOURITE BEACH IN THE WORLD? That’s such a hard question. I’m going to have to say Sarakiniko in Milos, Greece. To explain, it’s the same shape as Clovelly in Sydney but instead of concrete, it is huge rolling, curvaceous, white volcanic rock. And the sea is gorgeous turquoise green like you’re on the moon but at the beach.
WHAT ARE YOUR 3 FAVE PIECES ON THE ROXY WEBSITE RIGHT NOW? These things below, especially the Tomboy hat.
ROXY, Softly Love Mexican Roses Halter Crop Bikini Top, $56. SHOP NOW
Roxy, Women’s Tomboy 2 Straw Hat, $23. SHOP NOW
Roxy, Essentials Fixed Tri Separate Bikini Top, $36. SHOP NOW
