Hard Love Collection FW19
Clothing: Hardeman @hardeman_
Photography: Bennet Perez @b3nnet
Styling: Merle van der Wal @___m3rl3___
Models: Tyler @tylerlazzari ; Ceci @bebiliya ; Tatianna @sadsamo
“Hardeman seeks to create new dissonances: to create more cooperative, relational, and more unpredictable ways of being in the world. The content for this collection is driven by our desire to destabilize what is taken to be the mundane and the everyday. Hardeman makes clothes that reflect their reality and surroundings, exploring themes such as adolescence and sexuality. As such the content-related considerations for this project will be how to think through questions of love differently; and away from the mainstream preoccupations with what “love” is exactly. The new collection is about leaving this infinitely open, ongoing, and continuous.”
You distorted the image that is considered an American classic, shattered the outdated beliefs of conservative values, and in turn shaped denim in a way that reflects the reality of today. One that is accepting, rebellious, free, and political. How important is it for you to continue to have those concepts bleed through Hardeman?
Hardeman is driven by the desire to destabilize and challenge what is taken to be the ‘mundane’ and the everyday. This Zeitgeist being strongly influenced by “Western Society” that being mainly America (projected by media), drawing connections between different contexts that may at first glance seem opposing.
What influences and inspiration have been drawn since you’ve been in LA?
Ever influenced by this interaction between the mundane aspects of daily life and the opportunities of jeans dreams, LA has become the epitomy of culture, clothing, people, community and resistance that altogether help us to keep on reinvigorating the fashion industry.
Tell us about the “Hard Love” collection and what that means to you?
‘Hard Love’ is a play on ‘Tuff Love’. The fact is to deliberately not show too much kindness to a person who has a problem so that the person will start to solve their own problem and ‘Hard’ comes from Hardeman and stands for a little bit stronger than tough :p
What are your thoughts on unconditional love?
I think unconditional love is a beautiful dream but I am not sure if this exist, apart from the love you have for your family/ friends.
Though I do have an unconditional love for denim.
Have you ever been in love? If so, can you share with us your first experience of being in love?
I have been a love a million times; probably experienced every type of lover from the wildest to the most awkward. I don’t remember my first experience of being in love but I guess I was born being in love and will continue to do so!
When most people talk about love, we often hear about “romantic” relationships, and at times get caught up in the unrealistic expectations we’ve adopted by media or other external influences. In what ways do you think those views of romantic love effect the way we experience self-love and express love amongst platonic relationships?
I believe there is a strong social implementation that being in a relationship equals to some sort of ‘primary success’ and even that has invisible-defined rules set within our social structures to what that should look like. Ruling out possibilities of developing your real self and experimenting with what you find or feels good. In this normative heterosexual world - family members typically ask if you already have a boy/girlfriend and movies and commercials promote monogamous partners. In the Netherlands it’s kind of not a thing to date at all - you’re in a relationship - or not. I find dating can be fun and you get to know your self and the world better but it should never come out of necessity or of the fear of being alone.