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Edun Names Danielle Sherman as Creative Director

She succeeds Sharon Wauchob, who designed the label for six seasons and is exiting to focus on her namesake collection.

Edun has named Danielle Sherman creative director, succeeding Sharon Wauchob, who designed the label for six seasons and is exiting to focus on her namesake collection.

This story first appeared in the April 1, 2013 issue of WWD.  Subscribe Today.

Sherman has been with Alexander Wang since 2008, most recently as design director of the men’s and women’s T by Alexander Wang lines. Earlier, she cofounded The Row with Ashley and Mary-Kate Olsen from 2005 to 2007.

“Coming from her success with two well-respected brands, Danielle brings her experience and strong design sensibility to Edun,” said Ali Hewson, who founded the brand with her husband, U2 front man Bono, in 2005. “Bono and I are impressed by her creativity and believe her unique approach and vision will help grow the brand.”

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Sherman, 30, starts at Edun today, reporting to chief executive officer Janice Sullivan.

LVMH Moët Hennessy Louis Vuitton acquired a 49 percent stake in New York-based Edun in 2009, with Bono and Hewson retaining a 51 percent share. The brand is sold in about 200 doors globally, with key accounts including Neiman Marcus, Nordstrom, Bloomingdale’s, Scoop, Holt Renfrew, Browns, Le Bon Marché and L’Eclaireur.

“We want to thank Sharon Wauchob for her vital role in refining the Edun brand. She has been instrumental in laying the foundation for Edun’s future growth, and we wish her every success with her own line,” said Sullivan.

Wauchub joined Edun in a consulting capacity in 2009, working from Paris, where her own label is based. Sherman’s appointment brings a full-time creative director to Edun’s New York headquarters to focus on the brand. Bono and Hewson live in Dublin, where they have children in school, but are in regular contact with the Edun team in New York.

“The appointment of Danielle as full-time creative director marks a step-change in the development of Edun as a brand of fashion and meaning,” said Antonio Belloni, managing director at LVMH and a member of Edun’s board. Also on the board are Bono, Hewson, Sullivan, LVMH head of business development Mathieu Brisset, Donna Karan International chairman and ceo Mark Weber, Elixir Partners managing director Gail Zauder and financial manager Gary Jermyn.

Edun was founded with the aim of increasing trade and apparel manufacturing in Africa. Edun expects to source 40 percent of its production in Africa this year.