Re-Design For Life.: Edun brings elegant ethics to New York fashion week

Monday, 14 February 2011

Edun brings elegant ethics to New York fashion week

Edun - AW2011
Image via Style.com

Way, way back in Autumn 2009 I read that the eco-fashion brand Edun - set up by Bono and his wife Ali Hewson - was selling a stake to LVMH. Yes! LVMH. LVMH the world's largest luxury group. I have to admit I was shocked. Was Edun selling out? Would Edun's original ethics - building sustainable communities in the areas where the clothes are produced - be lost behind the luxury corporate powerhouse that is LVMH.

One thing is for certain, it proves that LVMH is taking a serious interest in sustainability. As Suzy Menkes of the International Herald Tribune said "For the forward-looking in the industry, ethics is the new elegance, and doing things right carries more weight than doing things fast"

Edun's AW2011 collection brings ethics and elegance to the international catwalks. Whilst remaining committed to the brand's fair-trade principles, Edun's designer Sharon Wauchob has created a collection with so many I-Want-One-of-Those pieces.