>> When planning Edun's Spring 2011 fashion show, the label's co-founder Bono originally suggested an elaborate outdoor production with models that appeared to be emerging from the water. But he was reminded by Edun's new chief executive, Janice Sullivan, that they were supposed to be "having a fashion show. Show is the second word. Fashion is the first word." So they ended up staging Sharon Wauchob's first show for the brand in a semi-outdoor space, under the High Line, with gray sand and gravel beneath the models' feet.
Edun's mission statement was originally to manufacture in Africa, but logistics caused deliveries to be late — a no-no — and now most of the clothing is manufactured in China, with Africa currently alotted 15 percent of the total production; label co-founder Ali Hewson says she wants to see that number increase each season. Wauchob was brought in to make the clothes more fashionable, Hewson explained: "We focused too much on the mission in the beginning. It's the clothes, it's the product. It's a fashion company. That needs to be first and foremost."
As a front row populated by Dasha Zhukova, Gavin Rossdale and son Kingston, and Jeff Koons looked on, Wauchob sent out white cotton shirts (the fabric fair-trade and produced in Uganda), ecologically sound "by product" leather skirts, belts handmade in Kibera, Kenya, and long dresses trimmed with recycled metal.