Edun, the for profit / charity African Fashion house started by Bono and his wife Ali Hewson, has become Fashion Brand Africa. What do I mean by that. I have no idea. Maybe it just that the company not only manufactures the clothing line in Africa and gives money to African causes, it also has made a major effort to bring Africa / Africans into the advertising campaigns. So even if you never buy a single Edun garment, You will have a kinder outlook towards Africa and the plight of a majority of its inhabitants. It’s like the Movie Out of Africa, they’ve created a romance story about this wild land, it’s people and our duty to give back to where human life began.
Edun continues this romance in their upcoming Pre-Fall lines advertising campaign images. Have a look for yourself. Seamless integration and romance all in the same campaign. I am impressed.
Text by Exposure: Founded by Ali Hewson and her husband Bono, Edun is a fashion brand with a mission, a brand known for its timeless and innovative collections, a business driven to bring trade and industry to areas of the world that need it most. 2010 saw the brand moving through an exciting period of evolution. A partnership with LVMH and a new design team lead towards a relaunch of the brand.
We were brought on board to shoot fashion and documentary content centered around the Pre-Fall collection. All the imagery was captured on location in Gulu, Northern Uganda, an area Edun are active in rebuilding after years of conflict. With a crew consisting of Photographers Neil Stewart and Kevin Ito, Director Peter Sutherland and full representation from the core Edun team the shoot captured a wealth of assets for the brand across the pillars that stand at the heart of the brand, fashion and mission.