Africa Fashion Guide
A social enterprise promoting sustainability within Africa's fashion and textile industry.


February 11th, 2012

Garden of EDUN – unveiling the first Ad campaign for SS12

Described by Trendhunter magazine as a ‘Trade-Enabling Fashion” brand, Edun have been known to be have caused a little controversy with the their focus to encourage trade in Africa and support manufacturing in Africa especially as the majority of their clothing has been said to be produced outside of the continent and they are now a company, which is 49 percent owned by LVMH Moët Hennessy Louis Vuitton. Luxury brands and ethcal fashion do not always sit together comfortably. We will go into this further in an upcoming feature as part of our Fashion Africa: Business Analysis features. But for now we are excited to see that, though seven years since its  launch, Edun is set to unveil its first ad campaign.

Along with creative consultant, Jefferson Hack and gifted Irish designer (not to mention Edun’s new Creative Director) Sharon Wauchob, Ryan McGinley shot the images featuring six species of butterfly that are all indigenous to Africa. This was fitting as regardless of the controversy Edun has been known to produces much of its clothing (especially its Edunlive collection) in Africa – Edun has produced over 700,000 t-shirts in Africa since 2007 – so supporting factories; as well as working with Wildlife Conservation Society to support local farming communities.




“We really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation,” said Hewson in a phone interview from Africa. She added that it was time to tell Edun’s story through a campaign, and to build on the momentum of the brand, which is posting double-digit growth each season. (according to WWD magazine)..

Either way as an ethical fashion brand promoting made in Africa product it has my tick of approval, the product never fails to put a smile on my face and an ‘ooooh’ in my speech. Edun know their customer and know what they are doing. The Ad campaign was worth waiting for as it presents the brand in the correct light and has a subtlety and gentleness about it. It is very feminine and yet powerful too, saying much by saying little and in my opinion this is what Edun as a brand does. So I personally look forward to seeing the full campaign launch.

You can keep an eye out also as it shows up in short videos on and via social media outlets. You can also find it in the March issues of publications which include impressively, Italian, French and U.S. Vogue; Vanity Fair; Dazed & Confused; AnOther; The New York Times Magazine, and the Sunday Times of London. Most excitingly will be their launch event taking place during New York Fashion Week.

Edun, we are impressed!


Author: Jacqueline Shaw




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