Fashion house EDUN have always been advocates of blending together the unconventional yet inspirational aspects of the fashion industry.
From their relentless desire to increase trade in Africa to their contemporary and cutting-edge designs, founders Ali Hewson & Bono always seem to come up with the perfect way in which to refresh and enhance the brandâs image each and every season.
For Autumn/Winter 2012, theyâve recruited acclaimed photographer Ryan McGinley to reference his series, The Animals, whilst simultaneously showcasing EDUNâs jungle-inspired prints and chunky knitwear.
Varieties of owls and falcons freely occupy each campaign image to demonstrate the relaxed, insouciant styling.
âWe wanted to continue the idea of transformation and lightnessâ, says Hewton. âThese birds are a perfect metaphor for the wild, carefree spirit of EDUN. The beauty and the energy of Africa is inherent in these images and our brand - a perfect collision of flight and fashionâ.
EDUN is actively working to build lasting, maintainable growth opportunities in Africa by 2013, as well as aiming to manufacture 40% of their twice-yearly fashion collection there.
Having previously collaborated with McGinley on their Spring/Summer 2012 âBeautiful Rebelsâ campaign, this new series captures the harsher movements of birds of prey, which proves to be an impeccable contrast from summerâs delicate flutter of butterflies.
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