Witnessing the resignations and shuffles of fashion designers from fashion houses in such a quick succession seems to have become the part and parcel of the fashion world of late. “What? A new shift in the room?” If you have already had you eyes trained on Edun’s graphical elements and African-safari-inspired earthy tones while body-fine-tuned with tweed and leather, woven herringbone, Astroturf textures and velvet devoré, then get ready to maybe bid adieu to them all or at best to some of the elements as Danielle Sherman, the creative director of Edun, steps down from her 3-year-long tenure at the ethical brand to pursue other career opportunities.
As WWD reports, the news of her resignation was leaked on May 23, Monday followed by the statement of the ethical brand’s cofounder Hewson, “What Edun has achieved over the past three years represents an important step, with a new vocabulary and a real dynamic for the future. I am very grateful to Danielle for her valuable contribution, and for elevating the conversation about ethical fashion.”
The brand, founded by Bono and his wife Ali Hewson in 2005 in New York and primarily aimed at sourcing production from Africa and fostering fashion trading in the continent, pulled off to strengthen positions in the industry thanks to the very Danielle Sherman who came to take the brand under her wings in 2013 replacing Sharon Wauchob. Marrying high fashion with sustainable African materials, the fashion designer is believed to have breathed fresh modern vibes into the brand’s aesthetics raising the percentage of the collection to over 95%.
The happy mummy, who parenthetically appeared on the runway cuddling her newly-born baby to bow the audience for her last Edun fall 2016 ready-to-wear collection, can truly boast having considerable fashion experience under her belt. Before landing on Edun to jazz up the brand, Sherman had been the creative director of T by Alexander Wang for 5 years in a row. Prior to that, she became known in the fashion world as the co-founder of the American luxury fashion house the Row with Mary-Kate and Ashley Olsen.
The future career path of Danielle Sherman is not yet known. However, we are free to bring forth our assumptions concerning her course starting from temporary dedication to parenting to opening her eponymous brand to being appointed as the creative director of one of those designer-void brands like Dior or Calvin Klein.
In like manner, the founders of Edun haven’t yet spread the word about who would next step into the shoes of Sherman, albeit we can rest assured that the ethical brand is in safe keeping. After all it has been backed by the most prestigious French multinational luxury goods conglomerate LVMH starting since 2009.
Photo courtesy of Edun