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


LOEWE and Knot On My Planet Bring Back The Elephant Bag

Sales proceeds will be donated to the Elephant Crisis Fund 🐘

Rico Nasty On Being A Perennial Outsider for Oyster #116

"We are allowed to be upset about shit. It’s human.”

Emily Ratajkowski On What Lies Beneath For Oyster #109

"It's just exhausting to think about the way you look, for anyone. It's just fucking exhausting!"

Alice Glass Talks Survival, Recovery And Riot Grrrl for Oyster #115

"Recovery isn't linear and I think just accepting that is surviving."