U2 front man Bono and his wife Ali Hewson launched Edun in 2005 with the aim of creating a global fashion brand, making beautiful clothing and committing to developing trade with Africa.
Edun are a not for profit organisation (admirable) based on the belief that style should also have substance. They source globally but do a lot of production in Africa where they require all factories adhere to legal labour and health and safety regulations as well as provide employees with good working conditions.
Edun have had great financial success – helped along no doubt by the 49% stake purchased by LVMH (Louis Vuitton Moet Hennessey) – but want to build on the brand’s momentum and annual double digit growth.
Seven years after launching, they have launched their first advertising campaign. Shot by Ryan McGinley, the ads feature six species of butterfly that are all indigenous to Africa, where they produce most of their clothing.
Look out for the ads in the March issues of Italian, French and US Vogue, Vanity Fair and London’s Sunday Times.