The Fashion Monarch in Motion…

Scene: Las Vegas – from the backs of taxicabs to billboards was the announcement: “When I Move You Move.”  This was the slogan to announce to the public that Christian Audigier was not just one of the fashionistas at the MAGIC and Project Trade Shows – but an entity entirely unto himself!   That, too, goes for the reigning force behind Ed Hardy Designs, only one of ten different brands and 72 various licenses that are held by the one and only, Christian Audigier.  Audigier had his exhibition moved to Caesars Palace for a solo presentation of his lines.  This is true marketing impact – becoming so exclusive and desired that the retail and wholesale buyers would come to another locale to view and order his latest offerings in the fashion industry.  This was incredibly successful, for the ballrooms at Caesars were packed to capacity to experience everything Audigier.

In a private interview with Christian Audigier, we learned that he is a 50 year old man from the city of D’Avignon, in the south of France.  He was always an observer of fashion, style, people in the streets, and trends.  Originally, as a youth, he desired to become a rock star, hence his passion for out of the ordinary designs.  Audigier’s vision of life has been expanded to the public, who now clamor for anything that is under one of his brands, most notably, Ed Hardy. 

When asked what he found exciting about the world of fashion, he replied, “Colors change your look and you become a different person.”  Obviously, this is a truism in fashion, for every year the magazines boldly exclaim it is the year of red – or blue – or purple – or pink!  Black is out, brown is in!  Audigier knows his fashion history very well.

Audigier, when he was questioned about whom he most admired in the fashion industry, simply said, “Ralph Lauren.”  This is an interesting and understandable response because Ralph Lauren (Lipschitz), a young Jewish boy from a lower middle class section of The Bronx, New York, started out as an unknown, from an ordinary family, and then emerged as an American icon of fashion.  There is an identifiable comparison in their meager backgrounds, and also in their lust for fashion.   Audigier from France – the birthplace of fashion sophistication, genius and history – Lauren from NYC – the birthplace of assembly line ‘now’ fashion.  Many years ago, when Ralph Lauren ventured into his own lines, he opened an exclusive boutique on New York City’s Madison Avenue and then BOOM! – the fashion world stood on its ear.  Christian Audigier has the same heartthrob of creativity – marketing - passion – the innovative look – the fashion of our new world.  He also has his own boutiques scattered around the globe.

“Le Vif” – the fast one – was Christian’s moniker for many years. An admirer of The Rolling Stones and Mick Jagger, he was a global phenomena with his early years as the King of Jeans – Fiorucci – Mackeen – Lee – Levi’s – Diesel – American Eagle Outfitters – Kookai – Von Dutch – Naf Naf…  From the globalization of Von Dutch, he transcended into the world of the tattoo and Ed Hardy.

“When I Move You Move,” describes not only his secession from the convention area of MAGIC, but his vital, thirst for life in fashion.  His speed in creation and acquisition is incredible!

From the very words spoken by Christian in our interview he said, “I was born and raised in D’Avignon – and always liked fashion – I was always walking into retail stores – and I was always fascinated by clothes.”  Asked about his formal training, he responded, “I went to the school of the streets.  I found my own way.”

“I wanted to change the look.”  His association with Ed Hardy began when “I saw the people on the streets wearing his tattoos.  I then contacted him and made a deal.” His original visions for using Ed Hardy’s work was “to discover the art of tattoo and wear it without the pain on the skin.”  Questioning the longevity of the Ed Hardy style he had a one-word response, “FOREVER!”  “It’s not just a current lifestyle – you see the older people and younger people wearing my clothes, you know.”  “Any age group – it’s not just a lifestyle, you know…Any age, race, and today I have 72 licenses.” ”You can sleep, wake-up in a Hardy – you can run – you can swim – it’s gonna stay forever.”

In the realm of future licensing and direction for the Ed Hardy lines and other licenses, Audigier responded, “anything.”  He is even using Hardy designs on a variety of cars – and added that he “started doing this a long time ago.” “We are doing kids, jewelry, glasses, wines…” 

Christian Audigier is definitely here to stay – in many forms – phases - and future realms.  Christian Audigier – the new monarch of fashion –  is surely a force in motion!!!