HARDCLO Spring/Summer 2023

Inspired by the teenage culture and dreams of fashion, HARD’s new summer collection revisits the colourful nostalgia of the 2000s. HARD S/S23 features t-shirts, tank tops, patterned shirts, sweatpants and accessories that use the visual language of the late 1990s and the 2000s and mix pop culture references, rave aesthetics and early internet culture. @hard.clo

Britney, Napster, the first iPod, *NSYNC, the cult of Paris Hilton, flip phones, The Matrix and the teenage dreams of Y2K are reworked through the prism of the Greek brand’s Mediterranean viewpoint.


Focused on casual yet colourful looks, HARD 00s creates nostalgic pop-culture obsessions, reimagined for the forward-looking, gender-defying generation of the future.

Photographer: @antonis.agrido
Fashion: @yiorgos.mesimeris
Hair: @chriscrossedd
Makeup: @efi_ramone
Nails : @matizb , @beehive_artists
Ph. Assistant: @katerinagoritsa
Fashion Assistant: @myrtonio
Models : @maritakath @nasty.gonchar @m_sbko_ @dmodelagency @samuelhaddoncook @lee_d_k @ace_models_athens @emichniewicz @xraymodels
Location: @10amlofts
Production: @hard.clo