When a strong love for fashion comes face to face with a special desire to make a difference, we have the chance to witness a real work of art, just like the latest breathtaking Edun spring/summer 2012 ad campaign, titled Beautiful Rebels. Amazingly colored butterflies perform a spectacular show and seem to be telling a fascinating story of duality and transformation brought to life by photographer Ryan McGinley. Nature and skin kiss each other and express the passion, playfulness and poetic contemplation Edun was so eager to display in the campaign. While we have six species of delicate butterflies as “models”, all indigenous to Africa, we can definitely agree the Edun spring/summer 2012 ‘Beautiful Rebels’ ad campaign dazzles!
“We really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation,” Ali Hewson, one of Edun’s founders, revealed in an interview with WWD. To picture this ultra-fascinating campaign, Hewson worked together with Bono, the other Edun founder, creative consultant Jefferson Hack and creative director Sharon Wauchob.
With such an impressive debut campaign for the upcoming warm season, Edun fully concentrates on the beauty and free spirit of nature and presents just a few pieces from the brand’s collection. As Edun’s main objective isn’t only to design stylish clothes, but also develop trade with Africa, the brand opted for African craftsmanship and brought gorgeous crochet vest and shorts that will hardly leave anyone indifferent. Moreover, there are laser cut blouses in the line, which demonstrate the great effect of using the sophisticated modern technology in the design process.
The Edun spring/summer 2012 ‘Beautiful Rebels’ ad campaign, featuring ultra-refined butterflies alongside Bradley, Charlotte, David, Dempsey, Ehren, and Herieth, will appear in the March edition of different glossy and lifestyle magazines, such as Italian, French and U.S. Vogue, Vanity Fair, Dazed & Confused, AnOther, T The New York Times Magazine, and the Sunday Times of London. In addition to this all, there will also be short “blink videos” done by McGinley, which you can watch on Edun.com.
Photos courtesy of EDUN