I can’t believe it’s been seven years since Edun launched. With a mission to support local farming communities and factories in Africa, while providing work for people there, the brand has become extremely popular among consumers. I’ve bought several dresses and t-shirts during their Gilt Groupe flash sales. The clothing brand just announced that it will be unveiling its first ever advertising campaign this spring.
The Edun Spring 2012 campaign, shot by Ryan McGinley, features six exotic butterflies indigenous to Africa. “We really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation,” said Ali Hewson, who co-founded the company with her husband, U2 front man Bono.
The campaign will start running in March in 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.
According to WWD, Edun will “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.”