As you probably know already, Broke Magazine are huge fans of streetwear, tattoos and youth culture. We recently found a label that delivers on all three and we are thrilled to have chatted exclusively with the current womenswear designer Aimee Smith about all things Ed Hardy.
The brand is renowned for its distinctive and audacious designs featuring tattoo-inspired art, vibrant hues, and skull motifs. It was established by Christian Audigier, a French fashion maven, and Don Ed Hardy, an American tattoo virtuoso. The brand’s heyday surged in the early 2000s, captivating the hearts of celebrities and young adults alike – and now it is becoming a spotlight in the streetwear community.
Your designs blend tattoo art with fashion, which is super unique! Could you tell us more about your creative process and how you translate tattoo aesthetics into wearable masterpieces?
The design process usually starts with looking through the Ed Hardy archive: which is a collection of all Ed’s tattoo designs dating over years and years of works. Most are scans and are drawn on different mediums such as rice paper canvas, etc. We start by editing the graphics by changing the colours, mashing different graphics together but mainly making them feel new. At the start of every season, we begin with a design direction we want to explore. This could be influenced by an era, an idol or a subculture and we pair graphics with the mood of that season.
Your brand has had a huge impact on pop culture and fashion trends. How do you feel about the evolving relationship between art, fashion, and social media, and how does Ed Hardy leverage this connection to stay relevant?
The interplay between art, fashion, and social media has revolutionised the way people engage with and consume these elements, and Ed Hardy has embraced this evolution to ensure our continued relevance. Collaborations with influencers who align with our brand ethos, sharing exciting visuals, and behind-the-scenes content, and celebrating our customers’ style- that’s how we try to convey the spirit of this brand.
We’ve noticed that your designs often feature bold and vibrant colours. Can you share with us how you choose your colour palettes and why they resonate with today’s young fashion enthusiasts?
We research trend colours through modern trends and find pop colours through cultural references. Looking into Ed hardy’s past, colours are a huge part of the brand’s identity. The combination of colourful graphics and garment colours makes the brand very identifiable. I think it appeals to younger audiences because it feels youthful and playful. I think as we get older, we feel the need to confirm into toned-down pallets. Ed really pushes this vision of individuality and eternal youth.
Are there any exciting partnerships or upcoming collaborations we can look forward to from Ed Hardy?
Yes, very excited for our collaborations throughout the end of 2023 & into 2024. It feels like Ed is entering a new era and the brands and artists we are collaborating with feel right.
Your designs have a strong sense of individuality. How does Ed Hardy encourage young people to express their true selves through clothing and accessories?
We’re all about celebrating individuality and self-expression. We believe that your clothes and accessories should be a canvas to showcase your unique personality.
We’re not about limiting you to one style. We try to embrace ‘Mix and matching’: From music to street culture to pop art, our designs draw inspiration from various sources. This encourages everyone to explore different aspects of their identity and fuse them into their personal style.
As a visionary fashion designer, you must have big dreams for the future of Ed Hardy. Can you share any sneak peeks into your brand’s future plans or upcoming collections?
Well, let’s just say there might be some surprise collaborations that you can’t miss out on. Imagine the iconic Ed Hardy style meshing with fresh, innovative perspectives. We hope to push the boundaries of what you think Ed Hardy is. Trust me, you won’t want to miss what’s coming next!
Many young aspiring fashion designers look up to you and your work. What advice would you give to the next generation of creatives who want to make their mark in the fashion industry?
The most important thing I’d say is: Be yourself. The fashion world craves authenticity. Don’t try to mimic others – find your own style and perspective. Your individuality is your superpower. Study the history of fashion, and learn about different cultures and art forms. Fashion is a canvas where various influences blend to create something new.
Your journey will be uniquely yours, and every experience will shape your path.