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That’s “Rock Hard” Lingerie: Ed Hardy Intimates
Just when you thought fashion has outwitted the masses, here comes an artist who takes us to another level. That’s right, the lone dissenter Christian Audigier. The mastermind behind the fashion creation of Ed Hardy’s “Godfather of Tattoo” designs. The “method behind the madness” started back in 2004 when Audigier uprooted and left the fashion team of Von Dutch and was granted the exclusive rights to the designs of Don Ed Hardy and together created a brand that added a lifestyle to a sexy, rock and roll, street couture. The ideal person in mind to rock this line would naturally be your hard-core, independent, self-driven, flirty-kind-a gal!
While creating a mass fashion buzz, in 2006, Kileen Incorporated set out to add a more delicate touch to the Ed hardy line and founded Ed Hardy Intimates. Since then, the collaboration was a go to design sexy lingerie, loungewear and sleepwear pieces that would give a girl a rock star feel. Style, quality and comfort create seductive silhouettes with innovative fabrics.
Their selections are classic shelf-bra camisoles with boy shorts and the one-of-a-kind graphic panties fit to form body type. You can see some of the styles worn on women from Playboy Playmates to celebs like Brittany Spears and Madonna. Ed Hardy Intimates has a little something for everyone to enjoy.
How did you get started in the lingerie fashion industry?
I was inspired by the Ed Hardy collection. Right away I could see the tattoo art displayed on panties, camis and pj pants, etc. When we launched the intimates line in 2007 there really was not anything like it in the market.
How would you describe the overall feel/vibe of your lingerie?
The overall feel is fun, sassy and sexy!
What do you think will be the biggest trends in lingerie for spring 2010?
I think more people will be wearing lingerie as outerwear. Crossover pieces will be corsets as well as hosiery, such as thigh high stockings.
Give us three words that best describe the brand.
Fun, flirty, unique.
Do you agree that the economic times call for minimalist designs?
Absolutely. For Ed Hardy Intimates especially, our designs call for a more labor intensive printing process. By using less colors and graphics, we can keep costs down and lower our prices. I think when the economy is hurting, people tend to cut down on luxury items like fashionable lingerie.
What’s next for your collection?
We are expanding our foundation bra collection as well as possibly venturing into plus size intimates!
Any words of advice or wisdom for someone trying to break into your profession or do what you do on a daily basis?
Stick to it! It’s a difficult industry to break into but if you have great product you believe in, you will build a customer base that thinks so too.
Ed Hardy Intimates can be purchased where and for how much?
Prices range from $22-$62 (retail) for panties and camisoles. For some of our lounge wear and novelty pieces, prices are up to $82 (retail). We can be found online at www.barenecessities.com and www.edhardyshop.com. We are also in various boutique stores nationwide which can be found on our website www.edhardyintimates.com.