Hardeman NYFW FW19
Represented by EB Consults Worldwide.
On Sunday, Sept 9th, 2018, Hardeman took a social message about Safe Sex and Consent to NYFW with their newest collection “Sprung Flung.”
Wrapped in the designer’s own Sharpie doodle prints and sprinkled with condom-sized pockets, the collection reflected a liberated state of mind, free from any daily dilly-dally.
Hardeman draws inspiration from their own experiences and speaks to social and societal constructs. Upon arrival to their presentation, guests were gifted custom Hardeman Condoms, created in partnership with frankly, by Say It With A Condom. Spring Break will never end with your Hardeman on.
Hardeman: NYFW FW19
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In true Hardeman style, the new Spring/Summer 2019 collection kept things “cheeky” in both a conceptual and literal sense, with models sauntering hand-in-hand into a never ending party with music provided by DJ Luis Bobadilla. A special performance of “Love Mirage,” a song composed especially for Hardeman by local artist Pvssyheaven, had models giving each other sweet kisses, swapping outfits, and blowing up condom balloons. Dancing their nearly-bare bums off, they reveled in their own enjoyment while delivering a message of safe sex, encouragement, respect, and self-love. The collection was sustainably made using reclaimed materials.
Long-time collaborative makeup innovator Allie Smith of Bridge Artists partnered with Ben Nye Makeup as the Official Hardeman Makeup Partner, marking Ben Nye’s first-ever fashion collaboration in over half of a century in business. LuxeLab in association with L’Oréal Professionnel returned as the exclusive Hardeman Hair Team, and custom nails were created by buzz-worthy nail technician Nails By Juan Alvear.
Guests enjoyed beer provided by Old Blue Last Beer by Vice Media Group, and were able to purchase pieces from the Happy Hardeman capsule, which had recently debuted at Paris Fashion Week in June.
About Hardeman
Hardeman is an Amsterdam-based denim brand by Creative Director Sophie Hardeman, who was recently honored by Forbes EU on their 2018 “30 Under 30” list. HARDEMAN uses denim to break all conventions. The Amsterdam-based brand takes everybody’s favorite material and transforms it into deconstructed, gender-fluid clothing that couldn’t be further from your trusty 501’s.
Sophie and her namesake brand Hardeman have been deconstructing all that is normal about denim since Hardeman’s inception. This season marks Hardeman’s sixth collection and third year in business, punctuated by the launch of their secondary line, Happy Hardeman. Never boring, always sexy and slightly side of center, Hardeman is humorous, polarizing, and magnetic – as proven by those who wear it: fashion-forward style icons such as Rihanna, Lady Gaga, and Kali Uchis.
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With love,
FWO
