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Interview: Hardware LDN designer Jessica Horwell

Thursday 02 October 2014

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Words Ailis Mara

We caught up with Hardware LDN designer Jessica Horwell prior to her launch with Topman next week. After founding the brand in 2012, she’s been taking inspiration from the glorious city that is London. Jessica created the brand to embody what her perception of London street fashion is; in it’s bounty of weird and wonderfulness. 

Her designs have been worn by the likes of Jourdan Dunn, Cara Delevingne, Alice Dellal, Aluna George and Rihanna, to name just a few. It’s safe to say that things are going full throttle, onwards and upwards, for Jessica and Hardware LDN. We talked about her connection between fashion and music, the release of her new sunglasses and her new collection with Topman.

You say you wanted to merge together all your favourite aspects of London for the brand, what are your favourite bits?

The strong street style culture and the rock and roll aspects. London has a strong identity and style culture. I know I have been out and about in other countries and people shout LONDONNNNN at me. I’m assuming that’s because that’s what my style represents. I just merge all the diverse subcultures in the city, from the skate scenes to the punk scenes etc.


With a strong connection to music, and having hosted music events in the past, how do you personally feel about the link between music and fashion?

Music and fashion are soooo connected. All big music artists are so into fashion, they are super fashion conscious. For example Kanye and Kim K being on the front row with Vogue? I know when I design things I picture the pieces on music artists, I think about how they would rep them in there videos. They’re so influential, so many people look up to them and they have the best people dressing them and access to all the best clothes. Music artists inspire their fans to buy the clothes they wear which is great exposure for the brands. I love the fact music and fashion go hand in hand with one another.

Are there any musicians you would love to work with? Will these musicians be at any future music events your planning/were they at any past events the Hardware LDN brand hosted?

Music is a huge part of my life so a lot of what I do and plan to do is music based. There are so many music artists I would like to work with. I would like to, when HARDWARE is huge, to do pieces in my collection which are in collab with music artists I’m already working on this.

AND GOOOOOD question. YESSSS. I have a few really dope events up my sleeve. One is in London kinda soon, can’t tell you more, finagling a huge rapper right now… And the other is in LA in November, which will be in collab with my fave store out there called THE WELL, which is in downtown.


Your new sunglasses are absolutely beaut. Is there a part of the London lifestyle that they were inspired by?

Thanks so pleased you like them. I just have been a fan of round glassed for years and wanted to incorporate the industrial feel into them.

How did the connection with Topshop come about?

Topshop contacted me asking if I would like a concession and Topman came to my sales day and ordered loads.

How does it feel knowing that your designs are going to be available in Topshop?

I did Topshop ages ago but I’m really looking forward to having my stuff in Topman online from next week and the General store in East London. Super exciting as I’m so happy with the collection. Fingers crossed it will fly off the shelves.

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Other than the obvious extreme babes that I’ve already mentioned, is there anyone else in particular that you would love to see wearing your designs?

I would really like the babes who have already been wearing my stuff to just keep supporting the brand. I love all their style and respect what they do. But having some more leading boys in the game would be sweet like Drake, A$AP ROCKY and those boys would be sweet.

Where do you want your brand to be in five years time? Are there any future collaborations you’d love to organise?

Collaborations, for me, are the way forward. They’re super fun to do and a great way to expose your brand to a new audience. It’s also a really dope way to design products that you would expect to normally do. Can’t drop any names now as I’m not allowed but stay tuned there is a lot coming up.

We’ll be keeping our eyes peeled on Hardware LDN, that’s for sure!

Words: Eliza Frost