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namilia x ed hardy berlin fashion week

BACKSTAGE AT NAMILIA, Y2K STARS WERE BORN

Y2K lovers, take notes. Namilia presented their Ed Hardy collab during this week’s Berlin Fashion Week, and the models left no crumbs on the runway. Cover image: Ben Moenks

Also, read: BERLIN FASHION WEEK’S UPCOMING FASHION DESIGNERS TO HAVE ON YOUR RADAR

NAMILIA X ED HARDY

The scene was nothing short of spectacular at Namilia’s Wednesday evening show. Nearly 600 guests—including fans, ravers, queer style icons, and content creators—flocked to the iconic “The Tunnel” at Potsdamer Platz station. Namilia Designers Emilia Pfohl and Nan Li unveiled their “Good Girl Gone Bad” collection, a mixture of pop culture and provocation, collaborating with the legendary Y2K brand Ed Hardy.

The collection featured super-short minis, flamboyant faux-fur coats, bright pink leather ensembles, and sultry ball gowns, all emblazoned with provocative messages. Rhinestone slogans like “Fashion Victim” and “I love Ozempic” (the absolute show-stopper!), alongside reimagined Ed Hardy originals, dominated the collection.

This season’s “Good Girl Gone Bad” delves into the often short lifecycle of fame, exploring the ruthless pop cultural landscape of the 00s and early 2010s—a time notorious for paparazzi frenzy and brutal tabloid gossip, with the downfall of Britney Spears as a well-known example. In collaboration with Ed Hardy, Namilia redefines celebrity culture by transforming archival and vintage garments into couture gowns and elevating streetwear with handcrafted embroidery and tailoring. Their collection scrutinizes the societal pressure to achieve fame, the cyclical nature of stardom, and the belief that anyone can become a star through social media. “We challenge the obsession with stereotyping individuals, only to reveal their downfall. This collection is a powerful commentary on the destructive yet fascinating spectacle of fame, particularly the descent from diva to ‘whore’ as the limelight fades. For the first time, we’re embracing upcycling, using deadstock Ed Hardy pieces and vintage garments to reflect and challenge these cultural dynamics,” the designers explained.

BACKSTAGE AT NAMILIA

The runway, where the models walked synchronically to Namilia’s upbeat playlist, only shows a fraction of the entire process. Behind the scenes, there’s much more to discover. The collection’s preparations take months to years, on average, depending on the level of craftsmanship, collaborations, and more. The brief moments on the runway only represent the vast amount of work that went into developing the collection and the runway event itself. Behind the scenes, the teams work like a well-placed machine. At Namilia, it included make-up artists creating temporary body tattoos (including the Ed Hardy logo on models’ chests and bellies) and making the models feel like Y2K stars. We warmly welcome you to Namilia’s backstage area through the images below.


Images shot by Ben Moenks

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