Ali Hewson and U2's Bono's Brand, Edun, Gets Revamped

Edun Gets Fashionable Facelift, Maintains Its Ethics


Bono and his wife Ali Hewson are revamping their philanthropic fashion brand, Edun. "We were so keen on our mission [to develop regions in Africa] that we made compromises that maybe we shouldn’t have . . . Without great clothes, we don’t have a business, so it’s important to get that end right," Hewson said.

Thanks to this new goal, and with the help of its backer LVMH, Edun's Pre-Fall collection is already looking better. It will most likely hold a fashion show in New York to unveil the line. What's more, Edun plans to hire a creative director to take the brand to a higher level. Though nothing is for sure, there are rumors that Alexander Wang is among the designers approached for the job. Only time will tell, but no matter who fills the position, I'm confident the brand will soar.


See a few more Edun looks.

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