All things Y2K have been trending this year and not surprisingly, the ultimate aughts brand, Ed Hardy, is making a major comeback. Mariah Carey, Britney Spears, Kim Kardashian, Lindsay Lohan, Madonna, and Paris Hilton all wore it back in the 2000s, but today it looks way different than the rhinestones, studs, neon prints, and bold graphics, we remember from back then. You could say it’s gotten a modern update.
The brand’s new look is thanks to creative director Kevin Christiana, who took over for the late Christian Audigier two years ago. Christiana’s creations have a rock-and-roll, which goes back to his experience designing music-inspired collections. He’s returned to the brand’s roots in tattoos and Ed Hardy’s art.
After the brand’s relaunch in 2019, Urban Outfitters was one of the first stores to stock Ed Hardy. There’s also a luxury collection called By Appointment Only that has higher-end capsule pieces that feature the brand’s classic rhinestones, special washes, paint splatters, and bleach.
The relaunch has not only caught Gen Z’s attention but celebrities like Bella Hadid, Addison Rae, Madison Beer, and Niki DeMartino have been seen wearing Ed Hardy recently.
So, it looks like Ed Hardy has become one of the most sought-after vintage brands in 2021. Are you ready to start wearing the iconic Y2K brand again?