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Athens based contemporary brand HARDCLO has revealed its new SS 21 collection. The concept of the collection is based on the bold expression:


Creative director and founder Yiorgos Mesimeris underlines that 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.

You can shop all the collection at http://www.hardclo.com

Photographer Spyros Kokkonis 

Art Direction and Design NomasNoMore 

Styling George Karapetis 

Muah Sophia Kossada / Beehive Artists 

Hair Chrisanthos Smirneos / Beehive Artists

Models Marko Karelia & JoshyWei / D Model Agency

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