Ed Hardy
Ed Hardy didn't become one of the most recognizable fashion brands in the world by accident. As Design & Marketing Director for seven years, I was part of the executive creative team that built the brand from cult following to global licensing phenomenon — generating seasonal apparel and accessory design across a worldwide network of licensees. In 2013, I was part of the leadership team that positioned the brand for acquisition by Iconix Brand Group.
Service
Brand Leadership / Creative Direction / Product / Marketing / Licensing
The Ed Hardy Collection was made up of men's and women's apparel groups that spanned every category of clothing and accessories production. The lifestyle apparel brand dominated the fashion scene for many years and was distributed internationally across every continent. With over sixty Ed Hardy retail stores worldwide, daily evolution of the interior environments included dynamic retail merchandising and seasonal marketing campaigns.
Celebrity-driven Appeal
The marketing team at Ed Hardy leveraged Christian Audigier's personal relationships with celebrities to make sure that the products were always in the media. From the genesis of the brand, there were daily visits from the "who's who" of Hollywood to the world's premier athletes and musicians. A well-known outdoor advertising campaign featured Dwight Howard, the eight-time NBA All-Star center for the Orlando Magic.
