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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.
Ed Hardy clothing quickly became a sensation across the world, but nobody took to the new range more than Hollywood’s celebrity elite. Madonna wears Ed Hardy caps and t-shirts almost daily, and Britney Spears was recently filmed raiding the designer’s massive California warehouse.
The reason for this success is Audigier’s unique marketing style. He networks more than any other designer in order to get clients to wear his clothes as often as possible. When you consider how often some of these celebrities are photographed, it ends up being a very lucrative way of advertising. Giving away free merchandise is far cheaper than forking out hundreds of thousands of dollars in order to use the same celebrities in ad campaigns. In fact, the official site of the brand has a “Celebrity Gallery” section which is a selection of pictures of Audigier with his various celebrity clients.
The line is, however, not just for celebrities. As designer ranges go it is fairly reasonably priced, with girl’s t-shirts starting from $62 and men’s from $57. It is also worth noting that the whole range is based on a tattoo style that has endured for decades, so you can buy the clothes knowing that the Ed Hardy range will not be going out of fashion any time soon.
write by Anatole