The creative mastermind behind John Hardy’s impressive jewelry collections, Reed Krakoff, talks with DAMAN about his fresh design direction for the Bali-born brand.
Since September 2022, John Hardy has taken a new direction, highlighted by the appointment of American designer Reed Krakoff as creative chairman of the brand. Krakoff’s remarkable résumé—as well as his achievements as a three-time recipient of the Accessory Designer of the Year Award from the Council of Fashion Designers of America—has played a crucial role in revitalizing John Hardy’s collections, all while staying authentic to the brand’s DNA. His recognizable collections, which consist of the Spear, Surf, Pebble and Colorblock, are testament to his contributions to the brand’s heritage.
In an exclusive talk with DA MAN, the designer shares about everything from his first encounter with the brand to his creative process and long-term plan for John Hardy.
DAMAN: It’s been two years since you took the helm of John Hardy’s creative division. How has things been going for you so far?
Reed Krakoff: It’s been fantastic! I’ve visited Bali several times and have gotten to work with one of the most incredible team of artisans at our workshop in Bali that I’ve seen. These are true craftspeople!
DA: What was your earliest memory of John Hardy as a brand?
RK: John Hardy is a brand that I’ve known and admired since I started working in the industry. I’ll always remember a fashion editor friend of mine who wore the most incredible John Hardy sterling cuffs. They captured the beautiful aesthetic of Balinese design and became her signature. I was so impressed with the brand’s incredibly strong design vision and craftsmanship. I’ll never forget those cuffs.
DA: And what was your impression of John Hardy’s artisans in Bali and Bangkok when you met them?
RK: I was speechless! Professionally, I’ve had wonderful opportunities to work with incredible brands and each is so different. The artisans are incredible partners and experts at their craft. And it’s truly a testament to the brand that they not only continue to develop the handcrafted collections they do with this extraordinary group, but they maintain such incredible workshops for others to learn and keep these artisanal traditions alive is extremely special.
DA: Which aspect of John Hardy’s craftsmanship captivates you the most?
RK: Handcrafting anything is a privilege. The woven nature of some of the brand’s most iconic designs is complex and these artists are brilliant at it. Also, the team’s willingness to move forward, try new techniques and evolve many of these practices is extremely exciting and essential in how we move the brand forward.
DA: Can you walk us through your creative process?
RK: That’s a big question! I find inspiration all over the place and I’m constantly sketching: when I’m on the phone, when I’m watching a film, when I’m in a meeting, etc. I think about taking the signature elements of John Hardy and reinterpreting it through a modern lens. I think about trends—what are people wearing, what am I seeing. I think about what’s missing in the current collection. I think about where do I see the John Hardy brand in the next 50 year. Most importantly, I think about how to take the essence and energy of a Balinese life and incorporate that into the modern-day John Hardy. The rest is a complicated and beautiful process involving artists, engineers, my design team and so on. It’s a journey that I love and am so privileged to be on.
DA: How does your design background influence your creative decisions?
RK: I’ve been blessed with a long and successful career in design. So, while it of course influences my work, every brand is different and my vision for each brand is different. You’ve got to know when and why something is right for a brand and when to “put your pencil down” when something isn’t.
DA: What aspects of Balinese culture do you find most fascinating in terms of how it inspires John Hardy’s brand identity?
RK: There are so many elements that historically define Balinese design—from the mythology to the filigree work, the granulation, etc.—and it’s been incredible to further explore all of these references. Of course, my objective is to take these ideas and look at them for modern design today. John Hardy is so rooted in the culture of Bali and how do you move that forward while staying true to the DNA? That’s the challenge and the joy.
DA: John Hardy jewelry is known for being bold and daring. How do you align that with today’s minimalist trends?
RK: The team and I are very proud of how we’ve expanded the brands design language into many new styles. But it’s important to remember that you can’t be all things to everybody. It’s important to stay true to our DNA and what makes us John Hardy.
DA: What do you think sets John Hardy apart from other brands?
RK: From the beginning, John Hardy has stayed true to its brand vision: a celebration of the best of Balinese artisanship and craftsmanship. Today, we’re modernizing the brand through the lens of the best of Balinese lifestyle for today’s audience.
DA: How do you envision the brand evolving in the next few years?
RK: We’ll have several new design introductions to mark our upcoming 50th anniversary that celebrate the iconic design elements of the brand. Over the next several years, you’ll see the brand lean further into the spirit and energy of the Balinese lifestyle. We want to capture what’s magical about Bali and continue to share that in more and more ways with the world.
TEXT Jessica Esther