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February 12th, 2013

It’s Raining….Elephants? – New EDUN Ad Campaign for SS13 “AFRICAN SHOWER”

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Written by: Jacqueline Shaw
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Image copyright Edun -2013-spring - African Shower

 

EDUN was born when two passions collided – a love of beautiful clothes and a desire to create change. This story of duality and transformation is again the inspiration behind Ryan McGinley’s photographs for the EDUN spring/summer 2013 campaign, African Shower, an evolution of his stunning Beautiful Rebels debut for the brand in spring/summer 2012 and Birds of Prey in fall/winter 2012.

Referencing McGinley’s The Animal series, which depicts moments of spontaneous interaction between animals and people in the studio setting, the spring/summer 2013 campaign captures the connection between the African elephant and a diverse cast of male and female individuals.

There is a great energy and movement as the free-spirited cast dance amongst the African shower, with the blue chambray of the male’s shirt mirroring the splashing rain. The camo and floral-inspired women’s wear prints are accentuated against the grey crinkled skin of the elephant as one of the cast lies across the animal’s back in a warm embrace and another mimics its powerful trunk-up position.

Image copyright Edun -2013-spring – African Shower

Image copyright Edun -2013-spring – African Shower

The duality at play in these mesmeric images and the unconventional and uplifting attitude throughout the campaign are all core values at the heart of EDUN’s brand communication for 2013. EDUN also aims to raise awareness of the plight of the African elephant and encourages all to help protect the endangered species.

Purchase any limited edition t-shirt from Edun and all proceeds will be donated to WILDAID to help raise the awareness of the plight of the African Elephant. The EDUN has more information on how to help the African elephant in partnership with WildAid, a non-profit foundation dedicated to ending illegal wildlife trade. WildAid’s mission is to end the illegal wildlife trade in our lifetimes by reducing demand through public awareness campaigns and providing comprehensive marine protection.

Image copyright Edun -2013-spring – African Shower

Image copyright Edun -2013-spring – African Shower

Image copyright Edun -2013-spring – African Shower

Image copyright Edun -2013-spring – African Shower

 

African elephants are currently found in 37 countries in sub-Saharan Africa and their numbers fell from 1.3 million in 1979 to less than 600,000 today, as a result of the ivory trade. With 35,000 elephants killed per year, WildAid are working to educate consumers and reduce the demand for ivory products worldwide via their public service announcements and short form documentary pieces.

WildAid is the only organization focused on reducing the demand for such wildlife products, with the strong and simple message: when the buying stops, the killing can too.

No elephants were harmed during the making of this campaign.

http://www.edun.com/african-shower

The Edun BTS SS13 Ad Campaign from edun on Vimeo.

 





 
 

 
 

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