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Curve-Hugging Sketches by Ed Hardy

by Sofroina Timmons

For starters, let’s just get your summer juices flowing. I’m going to travel through your brain and tattoo an inner space-style of swimsuits for you. You’re definitely taking a trip to the sexiest palettes of edgy tat printed swimsuits you could ever imagine. Just think one of Ed Hardy tats in areas you would like to have a design but dare not go through the pain of getting one. Ed Hardy is for anyone who wants to look skimpy but tasteful, sexy and yet alluring or just to have mouths drooling over her body…I mean your swimsuit.
Founded in 2007 Ed Hardy has quickly become an integral player in the swim apparel industry. Shai Sudry President and CEO launched the manufacturing company with licensing rights to French designer Christian Audigier and his celebrity-studded brands Ed Hardy, Crystal Rock and SMET. And alongside Shai is Fawn Arthur, Sea & Sun LLC Creative Director who artistically transitions the respective lifestyle brands into swimwear apparel. Her vision is a remarkable time piece that captivates the essence of how each tat is detailed perfectly not over-shadowing the design on each swimsuit or the frame of the woman. Every one of these goodies makes you want to jump up and smack your mama…figuratively speaking.

The 2010 collection showcases a fresh new look to attract all the “swim hotties” alike. This collection infuses a trendy edge to the original art work of Ed Hardy using vintage sketches, pops of colors and curve-hugging Lurex fabrics for women and men as well as cover ups, beach towels and boogie boards. Who’s up for sex appeal with a racy edge to kick off summer?! The Ed Hardy collection retails for $89-$189.

What was your inspiration for your spring 2010 collection?
For Ed Hardy I wanted to mirror Christian Audigier’s, creator of Ed Hardy clothing collection, vision by designing tattoo-inspired prints with eye catching graphics that are wearable for all shapes and body sizes.

What do you think are the biggest swimwear trends for spring 2010?
In terms of color, the big trends of the season are metallic, tribal inspired and animal prints. In terms of cut, one-pieces that feature creative cut outs are popping up on the runways as are bikinis that have a vintage, ‘Hollywood Glamour’ feel, with cheeky bottoms and bandeau tops.

What era in fashion does your line remind you of?
Ed Hardy brings back the 80’s, with pop art and graffiti designs.

Do you agree that the economic times call for minimalist designs?
No. People always look forward to beach season and will splurge on a swimsuit that fits great and makes them feel sexy. Summer time is all about bringing color into your wardrobe and I feel that people are looking for fun, vibrant pieces that stand out.

How does your collection remain competitive?
Both True Religion and Ed Hardy collection feature exquisite detail from the custom designed hardware to the unique fabrics. The brands recognizable graphics and logos help the consumer identify the lines.


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