EDUN’S NEW GARDEN: Seven years after launching, Edun is set to unveil its first ad campaign. Ryan McGinley shot the images, which feature six species of butterfly that are all indigenous to Africa, where the brand produces much of its clothing and supports local farming communities and factories. Jefferson Hack acted as creative consultant, working together with Edun founders Ali Hewson and Bono, and creative director Sharon Wauchob.
“We really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation,” said Hewson in a phone interview from Africa. She added that it was time to tell Edun’s story through a campaign, and to build on the momentum of the brand, which is posting double-digit growth each season.
This story first appeared in the January 31, 2012 issue of WWD. Subscribe Today.
The campaign will break in the March issues of titles including Italian, French and U.S. Vogue; Vanity Fair; Dazed & Confused; AnOther; T The New York Times Magazine, and the Sunday Times of London. Short “blink videos” will appear on Edun.com and via social media outlets. A launch event is set to take place during New York Fashion Week.
Edun’s chief executive officer, Janice Sullivan, said the brand is also expanding internationally: The company, which is 49 percent owned by LVMH Moët Hennessy Louis Vuitton, is negotiating a distribution agreement with Itochu in Japan, and planning to open a pop-up shop in Harvey Nichols on Wednesday. It will open a pop-up shop at Le Bon Marché in Paris at the end of March, and for spring it will begin being carried at Bloomingdale’s and Neiman Marcus.