Ed Hardy summer party

There is no recession in New Zealand – at least not at Ed Hardy…

Thursday night saw the launch of the Ed Hardy Summer 09/10 Collection. And what a party, in the true sense of the word, it was!

The catwalk show was a sight to behold. No super-skinny, sourfaced models here, just beautiful people with gorgeous curves strutting their way (with plenty of attitude) down the catwalk.

I think I was so bowled over by the smiling models – I nearly forgot to look at the clothes!

Actually that simply wouldn’t be possible – Ed Hardy is NOT for the faint hearted – and judging by the amount of it worn that evening by guests, it has a fervent and loyal following.

The evening was flashy and loud (much like the clothes themselves) with loads of champagne, canapés, cocktails and search lights in the night sky (and can I mention the absolutely impeccable staff ?!) - all perfectly pulled off by the fabulous Ricardo and Ann Simich of oneagency.

Ed Hardy is an LA based clothing label. Don ED HARDY started the clothing line in 2002 drawing on his experiences as a well-respected tattoo artist with a love of the Japanese aesthetic and technique in his work. The label was bought in 2004 by Christian Adegier, the creative energy behind the VON DUTCH label. To that end ED HARDY is a label that exudes the essense of California, with sunshine, sex and sassiness.

The clothes for summer 09/10 were all their signature style; tattoo-inspired designs on street wear, in bright summery colours – pinks, yellows and of course the basic blacks and whites.

The lingiere was an absolute show stopper and if I had to pick anything that really works well at Ed Hardy it would have to be the lingiere and singlets, and also especially the hoodies covered in tattooed skulls and tigers (personal favourite).

They carry a line of jeans, tshirt singlet dresses, shirts, mens briefs and even studded blazers. The must have item for the beaches of Fiji (and all climes tropical), are their glam and glitzy bikinis and board shorts.

But it seems to me – that it is not the individual pieces that standout – but the very label itself – as you have to have a certain amount of confidence to wear the clothes! And by the looks of attendees on Thursday night – Auckland is a VERY confident place!

The show finished with a true lesson in confidence, with a crowd-pleasing strut from four models body-painted with bikinis and tshirts.

I think several men in the audience are still recovering… in fact after such an incredible night – I think half of the who’s who of Auckland must have had a very quiet Friday…

By Anya Brighouse 10 September 2009
Photos Kevin Robinson