What do Madonna, Britney Spears, Snoop Dogg and Sylvester Stallone all have in common? No, it’s not the newest romantic scandal in Hollywood - In recent years one line of clothing has been by worn by all these celebrities and many more. It’s not Gucci, Louis Vuitton or Burberry, it’s Ed Hardy clothing, the hottest new brand by French designer Christian Audigier.
Ed Hardy clothing takes its name from the man who inspired the line, Don Ed Hardy. Hardy is considered one of the best tattoo artists in the world and in tattoo circles he is called “the godfather of modern tattoo”. His Japanese meets American style is highly original and highly sought after around the globe.
Christian Audigier, who had previously designed lines for brands such as Urban Outfitters, Diesel and Von Dutch, saw a great opportunity in Hardy’s work. He approached Hardy in 2004 with an idea for a clothing line based around his art and tattoo work. Hardy granted Audigier a license to use his work, and Ed Hardy clothing was born.
Although the Ed Hardy range has become a hit across the globe, it has taken hold in Hollywood more than anywhere else. Britney Spears was recently spotted in the designer’s Hollywood warehouse picking out gifts, and Madonna has an item of Ed Hardy clothing on almost daily.
Many argue that Audigier’s unique marketing style is the reason for all this success. If you consider how often celebrities are photographer, the amount of celebrity networking that Audigier participates in can lead to some lucrative opportunities. Rather than spending thousands of dollars securing celebs for marketing campaigns, he simply gives his newfound friends free merchandise. Audigier’s site even has a photo gallery full of pictures of famous clients wearing his newest designs.
However, with men’s tops starting from $57 and women’s from $62, it is clear that this line is not only for the rich and famous. It is also reassuring to know that the Ed Hardy line will definitely not be going out of style any time soon. It is not often that you can say that about clothing, but with it being based on a style of tattooing that has endured for decades, we can be sure of many fashionable years to come.