At Bono & Ali Hewson's, LVMH Eden 2012 Fashion Show, It's Looking Good for Turnaround
/Success Edun Sp 2012
Ali Hewson & Sharon Wauchob’s Solid Success Eden Spring 2012 Show AOC Style
For spring/summer 2012 Sharon Wauchob — now on her third season for the Edun label, which is also owned by LVMH, created a collection that is manufactured 37 percent in Africa. This statistic and the overall enthusiasm around the Edun collection is a vast improvement from the mood just a year ago, when Edun was back to the drawing board.
The spring collection skillfully mixes iconic floral patterns with traditional African prints, results in a modern, romantic take on tribal. (Note, if our use of the word tribal is politically incorrect in our unbelievably pc world, we apologize but are using verbiage from the company’s press release. Speak to Ali Hewson. )
Eden In Fall 2010
Sobered Edun Brand Ready for Reality-Checked Bounce Back AOC Style 9/10/2010
The Wall Street Journal has an excellent read about Edun, the clothing collection founded by Ali Hewson and Bono, with the vision of revitalizing apparel manufacturing in sub-Saharan Africa. The story does a great job of separating fact from fiction — not only about the Edun project — but about the challenges of manufacturing clothes in Africa.
When the new Edun collection premiers tomorrow, during New York Fashion Week, designer Sharon Wauchob, who trained at Central Saint Martins College of Art & Design in London and later worked for Louis Vuitton before starting her own collection based in Paris, will be showing product primarily produced in China.
Reality is that the Edun line has experienced a rough ride in retail, known for its poor fashion and a series of production and quality problems.
LVMH Invests In Edun
LVMH Backs Bono’s Edun and the Growing Power of Cultural Creative & Smart Sensuality Brands AOC Style 5/16/2009
Representing the global, prestige powerhouse LVMH, Arnault was wasn’t kidding when he told the WSJ that he was considering an investment in a company with ecological and ethical goals, founded by a global celebrity. (See AC: Bernard Arnault: A Modern Tastemaker Exploring Our Cultural Creative Future, March 9, 2009)
This week LVMH announced their intention to take a minority (but nearly 50%, according to the WSJ) stake in Edun, the ecological and ethical fashion start-up launched by Bono and his wife Hewson and founded on fair trade practices.
Having ties into the Cultural Creative community via Bono’s massive network can only help LVMH develop a positive strategy for dealing with the increasingly important Cultural Creative marketplace, led by Smart Sensuality women.
