Yesterday's celebrity superbrand Von Dutch has today been replaced by
its reincarnation Ed Hardy. Christian Audigier, who was once the head
designer for Von Dutch, now heads the Ed Hardy label. It's bolder,
brighter with more crystals than your six year old cousin with a
bejeweler on crack.
I didn't have many expectations going to the Ed Hardy party over the
long weekend - orange women, ripped guys, maximum tattoos. Said
expectations were fulfilled in the line easily before even entering the
venue. DDDD-cup trophy girlfriends littered the 2 metre-long red carpet
complaining about the wait whilst drug baron-looking boyfriends were
arguing their validity and status to the poor doorbitch.
I'd like to say tha I schmoozed with C-grade celebs and danced the
night away with boobs that had their own gravitational pull, but truth
is after about 45 minutes I had had about enough.
You could easily dismiss both the Ed Hardy by Christian Audigier label
as overdesigned rubbish, but after speaking to a few of the $50 ticket
VIPs as to why they liked the label, my opinion has been slightly
altered. What other label out there is as rudely garish and highly
effeminate but yet appeals to a massive and diverse audience of anyone
from older emo kids to gangstas? That said, it also wasn't too long ago
that the major streetwear brands were producing neon repeat print
hoodies and tees which, looking back, were also pretty naff.
I almost choked on my cigarette on finding out that one punter's Ed
Hardy cap and a shirt cost him $600. And that surely is the appeal of
Ed Hardy - it's a label which screams that you're not afraid of making
a statement and you've got a wallet that you're not afraid to open.
Photos:
Maki Yamaji