In Hardeman's universe, it's the end of the world. For its Spring 2025 campaign, shot by Simone Simone Niamani and art directed by Sakura Bready in LA, the brand casted a group of friends to reenact the world's end.
For the collection, Amsterdam-based designer Sophie Hardeman explored the dichotomy between aspirational dreams and lived reality, which resulted in clothing that is both thought-provoking and wearable. Think a floor-length denim dress complete with a train alongside trompe l'oeil leather motor jackets cut from repurposed racing garments.
"My favorite pieces from this collection are 100 percent the reworked denim dress and pants," she tells PAPER. "My American Uncle Bruce donated his lifetime collection of Levi's to us; there must have been almost 100 pairs of perfectly faded and worn-in pants, used to create the one-of-a-kind denim pieces."
The campaign features snapshots of a street casted group of friends posed as Godzilla and apocalyptic lovers in the upcycled denim and the brand's staple low-waist bell bottoms. It's a fashionable display of chaos and destruction, where lovers hang from rooftop edges in matching camo sets and tie-up coquette heels stomp over LA palm trees. Hardeman adds: "We love to live hard and we will love even harder. Who doesn't love to make out on roof ledge? We casted friends who do! We were literally dangling off of ledges and riding dirt bikes for this shoot!"
Below, get a glimpse into Hardeman's vision of the apocalypse.
Photography: Simone Niamani
Art direction: Sakura Bready
Lighting: Jeffrey Fountain
Production management: Cecilia Alvarez Blackwell
Nails: Sojin Oh
Models: Nati, Rene, Aaliyah, Demi, Kyla
