Published on 05 August 2019

Photographer Julia Hovve @julia.hovve Styling Merle van der Wal @___m3rl3___ Models: Demi @girlchildd Fish @fishfiorucci Santiago @santiagojoaquin_ Hatti @hatti_rees Ricardo @babyricx Luis @eledejavier Catarina @sallyinfurs Sam @pupperbitch Yiling @system.slave Luke @lukemcintosh_ Devin @devinverrette

In the mood for love? Amsterdam-based designer Sophie Hardeman the founder of gender free denim brand HARDEMAN presented her latest collection in London at the 50m concept store in collaboration with the dating app Feeld. The brand, space and app teamed up to create an interactive evening, open to all genders and sexual identities, through a speed dating show called ‘A day in the Feeld’ - which allowed the audience to engage and directly participate with the performers and models wearing the HARDEMAN designs while going on multiple dates.

Made in the margins of the culture industry by a band of misfits, Hardeman opens up fashion to the radical potential of its undoing. Founded in 2015 by Sophie Hardeman, the brand uses denim to dissolve conventions. Flirting with American iconography and denim history, Hardeman ravishes us in their turgid dream. In the Dutch designer’s visually arresting garments—full of colorful experiments and surrealist antics—lonesome cowboys expose the failure of America movie-made aspiration to address the messiness of lived experience. Animated by such ecstatic energy, Sophie Hardeman seeks new dissonances: her storytelling offers more creative, more cooperative, and more unpredictable forms of being in the world. Pertinently titled “Hard Love” the latest collection from Hardeman plants the seeds of desire in which romance becomes the theme with an infatuation for all things denim. Read our interview with HARDEMAN in our AW’17 print issue and see the Hard Love collection below:

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