Lauren Durham, print editor-in-chief, Flyer News
Dayton, Ohio

London fashion designer Jessica Horwell debuted her grungy, eclectic Fall/Winter 2022 collection at New York Fashion Week on Feb. 12. Pieces included form-fitting dresses, flattering knits with shape-enhancing accents from balloon sleeves to fur cuffs, and a leather bomber jacket embroidered with the words “Fearless, “Grateful,” and “Relief” across the front to raise awareness for a disease that affects women three times more than men – migraine.

Biohaven Pharmaceuticals partnered with Hardware LDN to help empower women with migraine to advocate for themselves and demand more from their treatment.

“We’re about women empowerment. We’re about changing women’s daily lives, and that’s really where I see the connection,” Horwell said. “Not every woman cares about what they wear. But I do feel that when women feel confident in what they are wearing and when they feel healthy, they want to be out. They want to be seen and living their best lives.”

The Hardware LDN style is for tomboys to the girly girls to the latest up-and-coming rappers and creatives. Defined by leather, dress silhouettes and metal trims and embellishments, the brand is a mix of grungy and glamorous.

“Hardware LDN is about authenticity,” Horwell said. “When you buy Hardware, it’s because you want to be bold. You want to make a statement. You want to emphasize to people that you are part of that lifestyle.”

Established in 2014 by Horwell, Hardware LDN began with jewelry creations made with hardware she found in her friend’s garage. Horwell made custom pieces for her close circle of friends and creatives, including Cara Delevigne and Rita Ora, until eventually the brand grew into a high fashion line.

“It’s really important for me to make high quality garments, timeless pieces – jackets you’re going to look at five to ten years down the line and love them just as much as the day you bought them,” Horwell said. “I think there is so much fast fashion and badly made garments, and I want to make something different where people can see the love, quality and care that’s gone into making them.”

Two models living with migraine who use Biohaven Pharmaceuticals’ migraine treatment, Nurtec^® ODT (rimegepant), walked the runway to further amplify the message of confidence and female empowerment.

Nurtec ODT is a prescription medicine used in adults for the acute treatment of migraine attacks with or without aura and the preventive treatment of episodic migraine. Nurtec ODT is contraindicated in patients with a history of hypersensitivity to rimegepant, Nurtec ODT, or to any of its components. Nurtec ODT may cause serious side effects including allergic reactions, including trouble breathing and rash. This can happen days after you take Nurtec ODT. Call your HCP or get emergency help right away if you have swelling of the face, mouth, tongue, or throat or trouble breathing. This occurred in less than 1% of patients treated with Nurtec ODT.

“My heart is racing. It’s so inspiring. I love being around other creative people,” said Amy Marietta, blogger and Nurtec ODT influencer, minutes after the show ended.

“I’m so happy to spread awareness about [migraine] because so many people are affected. This is the perfect partnership.”

Several other Nurtec ODT influencers and real-life migraine patients attended the show, including college student Ellie Wiese.

As a junior in high school, Wiese did not think she would be able to go to college because her migraine was so debilitating. When she turned 18, she enrolled in the Nurtec ODT trial.  Almost four years later, she is in her fourth year of a dual-degree program at Wagner College in Staten Island where she is studying to be a physician’s assistant.

“It’s a very intense, expedited program where you are just studying constantly. I absolutely know I would never have made it through this last year,” Wiese said, crediting Nurtec ODT for relieving her migraine pain and enable her to achieve her academic success. “I’m very grateful for everything everyone at Biohaven has done.”

She enjoyed her time at the show, noting how meaningful it was to interact with other women who also struggle with migraine.

“To see what the drug has done to change the lives of these women is really impactful because I know how much it’s changed my life,” Wiese said.

“Everyone thinks it’s just a headache, and it’s not. It’s not just a headache. To be able to be with a group of people that understand what you’re going through – because a lot of people don’t understand what you’re going through – to be heard and to share experiences and know you’re not alone is a very moving thing.”

Wiese noted that the words on the Nurtec ODT jacket were particularly meaningful, given the battles migraine patients fight all the time.

Horwell shared specific advice for college students or men and women in their early-20s.

“Don’t be afraid to be different. In fact, being different is one of the best things you can ever be. Thinking outside the box and thinking uniquely and creatively is a gift, and if you see that you have it, you need to follow it,” Horwell said.

Next up, Horwell is planning Hardware LDN pop ups in New York in June. She is also working on plans to expand her jewelry, accessories, and menswear. Her goal is to build upon the success of her New York show and continue to expand the brand.

And you might be wondering beyond the styles presented at the Hardware LDN show… what color is in for 2022? Conveniently, it’s Very Peri – a soft purple and a familiar hue to the color of the Nurtec ODT brand.

Nurtec® ODT 75 mg orally disintegrating tablets is a prescription medicine that is used to treat migraine in adults. It is for the acute treatment of migraine attacks and the preventive treatment of episodic migraine. Do not take if you are allergic to Nurtec ODT or any of its ingredients. The most common side effects were nausea (2.7%) and stomach pain/indigestion (2.4%). Please visit Nurtec.com for full Prescribing Information, Patient Information and Important Safety Information.

For more information about Nurtec ODT, visit https://www.nurtec.com.
For more information about Biohaven Pharmaceuticals, visit https://www.biohavenpharma.com.

Watch the NYFW 2022 Hardware LDN show here: https://www.vogue.com/fashion-shows/fall-2022-ready-to-wear/hardware-ldn
Runway photography courtesy of Filippo Fior, IMAXtree
FOH photography courtesy of Ben Rosser, BFA

US-RIMODT-2200237 03/15/2022