Hardeman’s SS19 Campaign Has Got Us Spring Flung

Spring Break Forever.

Our favourite mostly-denim labels, Hardeman, continue to make our hearts throb with their latest campaign. Launched in 2016 by VFILES alum Sophie Hardeman, the label uses the classic fabric to push the boundaries of style, gender and of course, sex — something the brand loves to explore.

For their Spring 19 collection, aptly dubbed ‘Sprung Flung,’ the label channeled all of the sex, drugs and debauchery that go on during the week of Spring Break. Think: denim bikinis, ruched barely-there minis, visible g-strings and skintight jeans.

To shoot the campaign, photographer Oscar Ouk recreated that nostalgic feeling of excitement and madness in your last class before school lets out for Spring Break. The only difference is — at Hardeman High, all of the students are well-dressed and ready to party.

Spring Break Forever (and Hardeman, too).

Photography: Oscar Ouk