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 brand’s image each and every season.

For Autumn/Winter 2012, they’ve recruited acclaimed photographer Ryan McGinley to reference his series, The Animals, whilst simultaneously showcasing EDUN’s jungle-inspired prints and chunky knitwear.

Varieties of owls and falcons freely occupy each campaign image to demonstrate the relaxed, insouciant styling.  

 “We wanted to continue the idea of transformation and lightness”, says Hewton. “These 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 fashion”.

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 ‘Beautiful Rebels’ campaign, this new series captures the harsher movements of birds of prey, which proves to be an impeccable contrast from summer’s delicate flutter of butterflies.