New York Fashion Week: Edun Gives African Prints an Industrial Spin in Spring 2012 (Photos)
Edun Spring/Sumer 2012. Photo: Emma Grady
Creative Director Sharon Wauchob brings a sporty spin to Edun's Spring/Summer 2012 collection, her third season since the fashion brand founded by Ali Hewson and U2 frontman Bono was brought under the Louis Vuitton Moët Hennessy umbrella. Florals and African prints met mesh, grommets, drawstrings, and other oddities on the runway during Mercedes-Benz Fashion Week at 330 West Street on September 11, in New York City. Take a look:
The Spring/Summer 2012 collection "juxtaposes iconic florals and African prints, bringing two contrasting worlds together in signature Edun style," says the show notes. What Edun actually does is take juxtaposition to the next level: one look boasts soft cotton florals while the next features black metallic eyelets.
Silhouettes were anything but simple: jumpsuit laser cut details add texture to jumpsuits, halters, and shorts; industrial grommets bring a masculine touch to a white jacket and a pair of silk trousers; and distracting drawstrings cinch dresses and jackets.
Photo: Emma Grady
At Edun's core is Africa. It was founded in 2005 by U2 frontman Bono and his wife Ali Hewson with the aim to develop trade in Africa. Today they continue to work toward this goal with 37% of the collection manufactured there, a significant improvement from 15% just a year ago.
Ali Hewson backstage at Edun Spring/Summer 2012. Photo: Emma Grady
"It's important to us to have a sustainable company and to grow so that we can do more and more," Hewson told us in an interview one year ago. The sentiment hasn't changed. "As our brand grows so will our production in Africa," the Spring/Summer 2012 show notes state.
Photo: Emma Grady
Edun worked with Kenyan artisan nuns, called the "crochet sisters," again this season on a leather trimmed fitted dress and skirt. Other notable pieces to be produced in Africa include a wearable white organic cotton poplin cutaway shirt with straps, a Mali hand-dyed indigo silk utility trouser with print detail, and a diamond print patchwork scarf dress.
"Even though we are a small company, we still have a big voice," Hewson said. Judging from the rock royalty and celebrities sitting front row this year, including Bono, Sting, his wife Trudie Styler, Christie Turlington, Courtney Love, Naomi Campbell, and Helena Christensen, she's right.
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