Jessica Horwell’s Hardware LDN label is for all the bad gals
So many girls dream of being a DJ, stylist or fashion designer. Well, British import Jessica Horwell has done all three.
The designer behind buzzy label Hardware LDN, her story is truly insane. She got discovered by Rihanna’s stylists and now her clothes are being worn by all the buzziest style stars like Bella Hadid, Cara Delevingne, Rita Ora and Sofia Richie.
Read on and learn more about the London-born LA designer.
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How did you get into designing?
It all actually started with styling. I was living in London and DJing when a girlfriend of mine at a PR company got me on board. I was helping out for a few days, when I was picked up by Rihanna’s stylists.
I worked with them for a few months, it was an amazing experience. But it made me realize that I had this passion to design and that I wanted to work for myself. I started making jewelry from all different things I found in a hardware shop, and that’s how I came up with the name Hardware LDN.
It then progressed into clothing and now I literally can’t imagine doing anything else than designing clothes, I’m in love with my job.
Did you go to design school? If so, what’s the biggest misconception people have about it? If not, do you think it’s worth going for aspiring designers?
I actually didn’t go to fashion school, but I did start an art foundation course. School does help you to develop key skills and the ability to structure a fashion business but ultimately, it doesn’t teach you to hustle like real life.
I have learned so much more from experience, and through the streets and people around me. I think internships can be great and surrounding yourself with people that inspire you is the best way to learn. Hardware is my way of speaking and expressing myself and is forever evolving and I’m always learning to do new things.
What advice would you give to someone who wants to work in the fashion industry?
Be ready to work your balls off and be unique and true to yourself and your style.
Where do you get your inspo?
At the weirdest times, the most random little things, like a trim on something, and the ideas will flow into a collection. I also get inspired by different places I travel to and of course researching past trends can send me on a total design frenzy. Since moving to LA, I spend a lot of time downtown looking around the fabric district looking for dope trims and fabric. That’s always super inspiring.
How do you think London’s aesthetic differs from NYC or LA?
I think London has a more chic aesthetic, which I really miss since moving to LA. My high shoes are collecting dust. NYC is definitely closer to London’s aesthetic than LA, although all three cities are pushing the boundaries of streetwear right now. I think LA is really starting to make a name for itself in fashion world. Brands Like Dior, Saint Laurent, Balmain are showing here. LA is the heart of the music industry and music and fashion have collided as creative industries. I’ll always have that London girl style, thats so deep rooted in me.
I see you’re hiring interns! What’s the biggest mistake interns tend to make?
If only I could find some good interns!! can this be an ad? Girls, get in touch.
Do you have any funny stories from your early fashion internships?
I actually only assisted those stylists with Rihanna for a few months before I started doing my own company. I can’t think of anything funny happening… I met one of my best friends to date on a shoot. She contacted the girl I was assisting and asked for my number like a friend date, and we never looked back!!
What has been the best moment in your career as a designer?
Honestly, I just love seeing girls wear Hardware, whether it’s girls like Bella Hadid, Cara Delevingne, Rita Ora, Sofia Richie. I especially love meeting the girls out and about wearing Hardware looking badass and saying how the clothes make them feel good and they get compliments when they are out. I just want girls to feel good and if my clothing can do that, then I’m doing my job right.
Kourtney Kardashian has worn your designs – how did this come about?
Yes, that was epic. I think she really looked amazing, it fitted like the outfit was made for her. I randomly met her stylist Dani Michelle at Coachella at a house party, we connected and wanted to work together.
What’s your favorite style from the early 2000s?
Omg, best question.
1. Low waisted Flared jeans with a Nirvana hoodie and platform boots.
2. Juicy Couture tracksuit with a fake Luis Vuitton bag
3. Baby Spice white platforms and a mini dress
Who’s your favorite style star from today?
I love Wiz Khalifa, he always nails it.
What’s an average day of work like for you?
Wake up at 6.30 a.m. and I’m on mission till I go to bed…
I walk to get a coffee, because I feel like I don’t walk enough in LA as you’re always in your car. My car has become like my portable office, I sit in there for ages doing shit on my phone and have a think.
I plan my day and my assistants and get hustling.
Bang on some 90s Hip Hop to get myself In the mood while my coffee kicks in.
Little bit of social media.
Eat loads throughout the day. I LOVE FOOD.
Write a million notes about new designs or collaboration ideas I have.
Talk to one of my best mates on the phone about our plans to try take over the world.
Party or sleep early. I love an early night… also a late one.
What’s next for Hardware LDN?
I’m working on my SS18 collection currently which will be out this month, heading to London for fashion week I have a few events.
My second main mission is my Hardware LDN bag collection, which consists of three different styles in optional colorways, which will be dropping soon.
Also which is really exciting, two different accessory collaborations. I love designing accessories. One is a hat collection with Asian Hat company and a USA based vape company in LA… Sorry it’s vague but you’ll need to wait till they drop for the rest of the scoop!
