Hard Clo SS21 : The ''Is it Love'' Campaign

The Greek urban fashion brand HARD CLO unveiled its SS21 collection.

Get inspired by the director’s statement about the collection and discover the ‘‘IS IT LOVE’’ SS21 story below:

“Over the past few decades, it has often been said that we no longer have an addressee for our political demands.

But that’s not true. We have each other. What we can no longer get from the state, the party, the union, the boss, we ask for from one another.

And we provide. Lacan famously defined love as giving something you don’t have to someone who doesn’t want it.

But love is more than a YouTube link or a URL. This beautiful negative flip of what is commonly considered the most positive force

in the universe helps us begin to see love’s fullness and endless bounty, as based in emptiness and lack—in mutual loss.”


Hard Clo AW20-21 Campaign

Hard Clo unveiled its AW20 collection.

Hard’s founder and fashion director Yiorgos Mesimeris notes down what is behind the inspiration of the new collection and all the connections to it:

“Medusa was a hope in utter darkness. This collection is based upon the worst traits and the best virtues of the human nature. Hope, mirages, bad weathers and winds, treason. Everything coincides to become part of our reality, either political, personal or even environmental.

All constitute hazards. Yet the will to strive and survive always got the best out of a worst-case scenario. When everything seems to have fallen apart, never-ending courage finds a gleam of light to cease upon. Chaumery was inadequate and traitor, Africa Battalion wanted what was rightfully theirs. And a song we sang as children without knowing the consequences it carried.”

Photography: Spyros Kokkonis /@8317k

Art Direction and Design: No Mas No More / @nmre08

Fashion : George Karapetis / @ohmygeorges

Grooming / Sophia Kossada / @sophia_koss

Models / Lorenzo / @l_s_r_j ,Argyris / @chihi_fro @dmodelagency , @xraymodels

HardClo Spring Summer 2020: The Lookbook

HardClo unveiled the lookbook for its Spring/Summer 2020 “MAYDAY” collection.

The Creative Director Yiorgos Mesimeris notes,

“Drawing inspiration from Gericault’s Medusa, this collection is based upon the worst traits and the best virtues of the human nature. Hope, mirages, bad weathers and winds, treason. Everything coincides to become part of our reality, either political, personal or even environmental. All constitute hazards. Yet the will to strive and survive always got the best out of a worst-case scenario. When everything seems to have fallen apart, never-ending courage finds a gleam of light to cease upon. Chaumery was inadequate and traitor, Africa Battalion wanted what was rightfully theirs. Medusa was a hope in utter darkness. And a song we sang as children without knowing the consequences it carried.”

Photographed by Spiros Kokkonis

Styled by the HardClo team

starring Marcel Goralczyk

Hard Clo: From Athens to Rome - Exclusive Content

The Greek brand Hard Clo travels to Rome for new projects and adventures.

Hard Clo has unveiled its new capsule collection ROME-ATHENS on instagram. The collection is called ANTIQUE MINERALS and it’s inspired by the history of the Italian capital.

ANTIQUE MINERALS collection will be available at Agora Trastevere Market at Alcazar Live, Rome from the 21st of December for limited period only.