John John Florence for Vogue Italia

He holds the spotlight, water drips from his mirrored chest, momentarily exposed in monochrome, bold and beautiful. That John is so hot right now. This is the young Hawaiian’s second appearance for Vogue, last year the British version. Now, Vogue Italia. John’s style in the water is undeniable, he possesses poise all his own. So, one of the premiere fashion publications, in one of the world’s most fashion minded regions has put Mr Florence on the cover. The portraits are courtesy of the legendary Bruce Weber and through his lens we receive a dose of refined elegance that we wouldn’t come to expect from the hard charging, high flying, recently crowned Eddie Aikau Invitational champ.

The words written by Dibi Fletcher, wife to Herbie, mother to Christian and Nathan, do a fine job of honouring Mr Florence. The article titled: The Small Pipeliner, explores the reason for surfing’s mainstream clothes, with John at the forefront of its progression.

“It may seem strange to connect Alexandra and her three boys,” writes Dibi. “John John, Nathan and Ivan, to the expansion of an industry. But the financial sponsorship of John, since he was eight years old, despite his young age, he has allowed their lives on the beaches which is not reflected above. They have traveled all over the world, for surfing, skateboarding and snowboarding, a dream life for anyone’s standards, but a haven for the three children.”

As our sport gains momentum and funding, fashion’s jumped on board and has wrapped surfing in a pretty little bow. Blame Instagram, the ideal lifestyle and cheeky bikini bottoms. You can blame the Kering Group, 100 dollar t-shirts and the adolescent. Or just take it in and watch it breathe.

The full story and gallery, right here.