Ed Hardy New Zealand launch fashion show

Ed Hardy,the most popular fashion brand, launched in New Zealand. With tattoos on bikers, models, cars... and printed all over Ed Hardy t-shirts, The launch party and fashion show was contender for party of the year to date with loads of sex appeal and tight denim and all the ingredients of a party worthy of L.A.

The Union Fish Building in downtown Quay Street in Auckland was the party's heritage building location, in marked contrast to the youthful and sexy gear on show inside. Ferrari F430s lined the street with tattooed bonnets and Ed Hardy livery, outside a red tent welcoming guests from the wet Auckland weather on Thursday 5 March.

Yes, we had 'em all...Ferraris, a red carpet, DJs, body-painted hot bodies on podiums, vodka and energy drinks, celebs and paparazzi, and the ubiquitous indie band performance, provided by the great Auckland pop-rockers Elemeno P.

All the little details were given great attention down to a plastic VIP pass that then becomes a discount voucher to take instore at 18 Nuffield Street for your next purchase. Many Ed hardy new collection are presented at New Zealand show.

Below, True Ed hardy Tattoo-Love painted on the bonnet of a Ferrari. Right, an American Chopper bike riding noisily down the red carpet signalled the start of the high energy fashion show.

Best keep your combo of panties and Ugg boots on the catwalk, this is not a good look for Real Life. Right, toned abs? You'll have the guts to wear your tee knotted into a crop top.

After some Ed hardy Swimwear action gets male cellphone camera use skyrocketing, the tone changes somewhat as a troupe of adorable children come down the runway and strike some poses on the podium. Below, the Ed Hardy for kids's wear collection for boys and girls.

After the fashion show, Adam Saaks took to the stage and demonstrated his cut couture technique, artfully slashing models' Ed Hardy shirts to customise them with new designs. The party of over 200 guests continued with Elemeno P getting the night rocking.

Below, Elemeno P's Dave Gibson on vocals, Scotty on drums and a heavily pregnant Sooz on guitar. Right, Adam Saaks and Aja Rock.  

Over the next 2 – 3 years, Warren Hignett the Director of Ed Hardy New Zealand, plans to open another 4 stores around the country in key cities such as Queenstown, Christchurch, and Wellington. “The flagship store in Newmarket has been open more than a week now and with virtually no advertising or marketing it’s already attracting a good flow of shoppers. As New Zealanders we have an innate sense of originality and I think that’s an important part of our attraction to a brand such as Ed hardy,” says Hignett.
As well as the signature Ed Hardy brand you can also find labels SMET, Christian Audigier, Crystal Rock, Paco Chicano and more to come. The ranges include women’s, men’s, hats, t-shirts, hoodies, dresses, jeans, watches, jewellery, shoes, bags, gym wear and kids.