Ed Hardy is a global fashion and beauty phenomenon. The clothes are worn by one-bold-name-only, triple-A listers – Madonna, Kanye, Justin, Beckham, Britney, Miley. The fragrance is spritzed in all the right places and on super cool necks everywhere – at launch it was number one in Macy’s, number one in France, number one in Australia, Canada, Germany, Holland – and now it’s about to take the UK by storm. This ultra-hip, edgy his-and-hers fragrance collection was inspired by Christian Audigier, the man responsible for the Von Dutch phenomenon, and created in homage to the famous Don Ed Hardy – the ‘godfather of the modern tattoo’. The designs are based on Ed’s own ground breaking mix of traditional Japanese design, Americana and hotrod iconography. And the smell? Sexy, fresh, modern, with a pinch of edge, a twist of cool and a stamp of individuality.
Inspired by Ed Hardy’s own vibrant, colourful designs, the fragrance is an explosion of sensations . . . . for her, sumptuous fruits – juicy tropical mango, delicious wild strawberry and ruby red grapefruit. After the initial youthful fruity burst, the dry down sees the emergence of a surprisingly sophisticated floral heart. This vintage floral posy with a ‘rock n’ roll’ edge uses black freesia to bring this scent a sexy darkness. Delicious and addictive, the florals merge with a background of hot sensual musks and warm soulful amber.
The Ed Hardy fragrance for ‘him’ is a tattooed woody floral. Bright and tantalizing citrus effects of Bergamot and Mandarin are touched by the aromatic expression of Thuja and the sharp bite of Clary Sage for an added zest. This opening is the perfect preview to a colourful Mint Julep cocktail that matches up with Ozone for a psychedelic explosion of colour and effervescence. Sequoia Scent Trek™ brings a masculine woodiness to the fragrance that is embraced by sensual Musk and a touch of Black Amber.
Available nationwide from Harrods (October), The Perfume Shop, Debenhams, The Fragrance Shop, Fenwick, top Superdrug stores (August)