In 2005, supercouple Ali Hewson and Bono founded Edun, a clothing line with the big-picture goal of creating a global fashion brand committed to developing trade with Africa through long-term sustainable growth opporunities while inspiring other brands to do the same. Their “style with substance” approach guides everything Edun does, from concept to creative execution.
We got a chance to ask the lovely Ali Hewson a few questions about the brand’s commitment to Africa and their new spring/summer campaign.
We know that helping to grow trade in Africa was always the driving concept behind the inception of EDUN; How does the land and its people inspire the brand’s designs?
A: We like to say that Africa is the soul of Edun and always present in our designs – although not always in an obvious Africa way. Our designer, Sharon Wauchob has been able to create a design language for Edun that encompasses some traditional Africa details like knotting, metalwork, mixed materials and patterns – but always used in a modern,fresh way.
Have you seen a steady increase of fashion brands out there that are working towards the same goals in Africa since Edun was launched back in 2005?
A: There does seem to be an increase in brands that are doing work in Africa and other developing countries. Companies like TOMS Shoes, Warby Parker, and others have founded companies built on a model of providing aid to developing countries and there are a few fashion brands like Suno and Maiyet who are doing work specifically in Africa. Increasing trade with Africa is our goal and to that end - we applaud and welcome all efforts to bring aid and sustainable business programs to developing countries.
The “Beautiful Rebels” Spring/Summer campaign is so visually stunning.Tell us a little about what inspired the overall look and feel of the imagery.
A: We love our new campaign – it’s such a visual representation of everything that Edun represents: the freshness of the faces, the transformative quality of the butterflies, the duality of both the beauty and the edginess of the images.
The idea of using butterflies originated with our designer,Sharon Wauchob. She was inspired by their transformative qualities and had also been inspired by Ryan McGinley’s photography for some time. It was a dream to be able to put the two things together.
What are some the biggest trends that you are obsessed with this spring and summer?
A: I love the silk drawstring pants for spring. I’ve been wearing both our Weave Print Drawstring Pant and the Yoruba Print Drawstring Pant. They dress up and down so easily and travel well--something I do a lot!
How would you describe your own personal style?
A: I try to do simple and love easy classic pieces.
With all your various projects, what are some things you do you recharge and get inspired?
A: Green tea and dark chocolate!
Watch the full Edun S/S 2012 runway show below:
Check out Edun on Zappos.com!