Hardeman Rouge 66

HARDEMAN refuses to conform to old-fashioned stereotypes within the industry; challenging the public’s perception of normal by depicting the weird and the wacky” as the new “normal”. Sophie Hardeman, the running force behind the label, unveiled the S/S 18 collection, Rouge 66 at New York Fashion Week. The catwalk was dominated by fishnet stocking boots and laced up, strapped denim on an eccentric array of boys and girls. Fascinated by the overlap of “beautiful and tacky” Hardeman is taking a stand against “shoppers purchasing garments to soothe their self esteem.”

After graduating from the Gerrit Rietveld Academy, the young designer decided to challenge the use of conventional dress by exploring the notion of homologation. Hardeman believes denim represents the “ultimate example of social conformism”. From it’s origin in workwear to its presence in casual dress Hardeman uses denim as the “universal material to turn daily routines upside down.”

Sophie Hardeman is definitely a designer to keep an eye on ,if the launch of her new collection wasn’t already enough the designer is also set to release a fragrance. A “Super top secret!” will also follow a successful collaboration with filmmaker Emma Westenberg. Check out the S/S 18 Collection below.