You've heard about après-ski, now get ready for après-surf. Luella Bartley, who recently opened her first standalone boutique in London, has teamed up with sportswear brand O'Neill to design a 30-piece line of clothing called Luella for O'Neill.

Debuting in stores next March, the line will consist of t-shirts, dresses, jeans and swimwear for girls. "As a novice surfer myself, I wanted to get across a different side of the female surf look," Luella, who lives in Cornwall for part of the year, told Women's Wear Daily. She went on that she was aiming for a "harder and more iconic" look than current surfwear labels, and had used '70s skater Peggy Oki and "sun-bleached Venice Beach surfers" as inspiration.

CSS singer Lovefoxxx, left, is featured in the ads, pictured kneeling on a Cornwall-esque beach in a leopard-print top. Maybe not so much après-ski, then, as surf-punk - we can't wait!