Ed Hardy Stays Funky
From:
Dominga Martin
179 days 4 hours 45 minutes ago
Brooklyn native Tanita Gray moved to Hollywood on a wing and a prayer with family in tow! Her mission? To design shoes for fashion big wig Christian Audigier, most famous for his tattoo inspired line Ed Hardy. Tanita had no idea then how huge the company would grow [and] today finds herself as Creative Director/Head Design of their shoe lines, which encompass the brands Ed Hardy, Christian Audigier and SMET.
Here’s what she had to say about the new launch of Ed Hardy heels and what all the shoe addicts, including Madonna, can look forward to with the infamous brand.
BLACK LIFE: How did you get your start designing shoes?
Tanita Gray: I got a pair of Beverley Feldman shoes from my mentor, Dianna Butler and I was hit with the bug! I continued my studies in the FIT accessories degree program and soon went after the industry.
BLACK LIFE: What led you to ED HARDY?
Tanita Gray: I was looking for a transition and found myself answering an ad they had placed – and I remember I saw this same brand at an LA trade show and thought that they could go even further with their shoe concepts because the idea of the artwork on shoes is great. But I had no idea then of how popular they were or how the were going to grow.
BLACK LIFE: What was it like transitioning from Brooklyn to LA?
Tanita Gray: It was crazy! I had 10 days to get to Cali with my entire family plus 3 dogs! I miss Brooklyn, but LA is free-flowing with creative people.
BLACK LIFE: How does a girl from New York style in LA?
Tanita Gray: LA is nothing like NYC for styling - here it is very casual, but I try to keep up my BK's finest as much as possible. So, I often find myself more into the Bohemian look due to the sunny weather. But being here, you can’t help but to throw on the occasional Hollywood rhinestones!
BLACK LIFE: What is a “Day in the Life” like for you?
Tanita Gray: Get to the office - on time (I live across the street), open up Photoshop CS3 and a drawing pad and let the day take me to more "yes, lets proceed” than no's.
BLACK LIFE: What are you currently working on?
Tanita Gray: Fall 09' - we are sooooo ready to bring it!
BLACK LIFE: How do you switch gears when it comes to branding three different shoe lines?
Tanita Gray: Switching gears is better when we focus our design efforts on one brand at a time. It's easy to get caught up and have a great design for the wrong brand. Ultimately our target customers have many things in common with all 3 brands – however, we make sure to keep them separate.
BLACK LIFE: For those who don't know each brand; describe each line and how they stand apart from each other.
Tanita Gray: Ultra-chic and sophisticated for Christian Audigier, edgy and underground for SMET, young, fun and rock n' roll for Ed Hardy.
BLACK LIFE: Are you as excited as we are about the ED HARDY stilettos?
Tanita Gray: Of course! What a way to rock heels for the street. You have got to love the all-over print on the bottom. It’s now our signature for all of our women's shoes.
BLACK LIFE: Can you give us the scoop on what to expect with the new shoe collection?
Tanita Gray: As always, it will be fun. It will be youthful and unique. Expect more material mixes and shinny fabrications that are wearable. Watch out for more women's shoes - these shoes totally fit the trends that are emerging. You have got to be very fashion forward to wear these shoes. And purple, it's Madonna's favorite color! Our CEO, Philip Chemla made sure we included this color in our line for her.
BLACK LIFE: How does it feel working for a brand guru like Christian Audigier?
Tanita Gray: He is amazing. He knows his market well and knows exactly what they want next. It’s very smart to be able to predict this.
BLACK LIFE: What's next for Ed Hardy?
Tanita Gray: Can't say - but what's coming for the brand is out of control!
BLACK LIFE: What does your shoe collection consist of?
Tanita Gray: Right now, I am working on kids. This area of our line is rapidly growing. Plus, I have 4 kids at home and my 2 oldest LOVE shoes. So, I must do something great for them as well as for all the parents out there who have kids that dress-to-impress.
BLACK LIFE: Do you have a shoe fetish?
Tanita Gray: You know what - I don't have a fetish - I have a passion. Footwear is the best blank canvas. It's the best way to display design - there are endless possibilities...
