WWD yesterday reported that Bono and Ali Hewson are to star in a Louis Vuitton ad campaign wearing Edun clothing – the first time a brand other than Vuitton gets a fashion credit in their ads. In the ad, Hewson carries a handbag co-designed by Edun and Vuitton that comes with a charm that is Vuitton’s first product made in Africa.
Edun is a contemporary lifestyle brand founded in Spring 2005 by Ali Hewson and Bono with the mission to encourage trade in Africa, create jobs and therefore alleviate poverty. The company posted losses of $8.7 million (€6.8 million) in 2009 but luxury goods conglomerate LVMH bought a 49% stake in the company in 2009 and hopefully this will help to launch Edun as a serious international fashion player.
Below is a selection of pieces currently found on Net A Porter. I particularly love the silk jacket and cargo trousers, both of which would quickly become staples in any woman’s wardrobe. I also adore the patchwork parka, perfect for wearing at the Electric Picnic this weekend!