Sigh…

Edun is the ethical fashion label founded by Ali Hewson and Bono in 2005.  Their vision is to build long-term sustainable growth opportunities in Africa by supporting the manufacturing process and building community initiatives in the country.  Danielle Sherman was named Creative Director in April 2013 and these incandescent pics are cherry-picked from her first Collection which debuted in New York Fashion Week in September.

The provocativeness is in the simplicity: Simple palette, simple patterns, simple shapes – the mixing it up is where the awesomeness happens.

J’adore and want.

It’s fluid, it’s refreshing: Justification takes on a new dimension and skilfully skewers the message home…You don’t have to pretend not to care.

For Spring 2014 they want 85% of the Edun Collection to be produced in Sub Saharan Africa and they’ve been travelling to Africa for more inspiration.

They truly believe they can hit the wall and make a dent.  So do I, and I personally can’t wait to see what they do next..Roll on February!

Laters, Kate x