edun

>> Is Edun Being Melded into the "Stella McCartney of LVMH"? —Bono and Ali Hewson have been cast in the newest Louis Vuitton Core Values campaign — and they're wearing clothes from Edun, the ethical clothing label they founded (and of which LVMH owns nearly 50 percent), marking the first time Vuitton has credited another fashion label in its ads. Hewson is pictured carrying a bag co-designed by Edun and Vuitton, notable as the Core Values campaigns historically highlight monogrammed Vuitton bags and luggage. After Edun recently reported losses, it seems like LVMH is ready to push hard for profit — particularly because the conglomerate is rumored to be molding the brand into their counterpart of PPR's socially conscious Stella McCartney label. Antoine Arnault, Vuitton's director of communications, explained that Edun's presence in a Vuitton campaign would give the small brand major international exposure. [WWD, Fashionista]

>> Edun Announces 2009 Loss Going Into First Fashion Week Presentation — Edun's new creative director, Sharon Wauchob, is now not only saddled with the task of pulling the socially conscious label into more fashionable territory, but also bringing it into the green: the company has declared an $8.7 million dollar loss for 2009 (as compared to $4.6 million loss recorded in 2008). Wauchob shows her first collection for Ali Hewson's (left) LVMH-backed brand on Sept. 11 during New York Fashion Week — also marking the first time Edun is holding a runway presentation. [WWD]

A strawberry blond Miranda Kerr poses as a naughty nun in Greg Kadel's editorial for Numéro's June-July edition.

EDUN kicks off the FIFA 2010 World Cup with summer tees designed by African schoolchildren. The 100 percent organic cotton shirts are available at Barneys starting today for $60.

Oscar de la Renta was not happy to find a Max Mara Studio tribal print (in the window of Lord & Taylor) identical to the one he had custom designed for his spring 2008 collection.

Roberto Cavalli does not believe any other designer could take over his namesake label.

Model, humanitarian, and LemLem designer Liya Kebede talks about fashion's potential to generate positive environmental change.

Join François-Henri Pinault, Lauren Bush, Maggie Rizer, and Julie Gilhart and participate in Christie's green auction by bidding online at CharityBuzz.com.

Loomstate for Barneys V-neck tees (made of 100 percent organic cotton and available in six colors) are selling for $40 to celebrate the 40th anniversary of Earth Day.

From Edun to The North Circular, a list of ethical and sustainable fashion labels to know.

Eviana Hartman, the designer behind eco-friendly label and Ecco Domani winner Bodkin, has signed on to design a capsule collection for Hessnatur, a German clothing company known for its use of 100 percent natural fibers.

Source: Getty

>> Edun has finally ended their search for a creative director, annointing Sharon Wauchob with the task of infusing more fashion into their offerings.  As brand cofounder Ali Hewson put it, "Sharon was the one that stuck with us more so than anybody else, due to her thoughtfulness, her obvious talent and just a feeling she is really growing into something. This is her time. She’s of the 21st century in a big way.”

Wauchob will continue to design her own line, and her first Edun collection — which LVMH took a 49 percent stake in last year — will be for the Spring 2011 season. In the meantime, she will be traveling extensively between New York and Paris, as well as Africa and Peru — the latter two to work with factory workers, as Edun was founded with the intension of creating trade opportunities for developing areas of the world.

Wauchob has a say »

Alexa Chung has signed on to design a collection for J.Crew's Madewell, telling Vogue.com “I want to bring back forties tea dresses, sixties mod dresses. . . . I want to bring cute back.”

Tom Ford interviews Nicolas Ghesquière in the February issue of Interview magazine, on newsstands January 26. Among topics of conversation—golf.

Meet Net-a-Porter's new designer lineup for spring 2010, including Isabel Marant, Peter Pilotto, Jennifer Behr, Giambattista Valli, Valentino, Versace, Nancy Gonzalez, and Halston Heritage.

Edun names Sharon Wauchob creative director. She will continue to design her 10-year-old signature collection.

The best of Proenza Schouler's pre-fall accessories—the low wedge combat boot, navy and black glitter open-toe platform sandals, and a brown leather paper-bag tote.

Source: Filmmagic

>> Now that Edun, Ali Hewson and husband Bono's socially conscious label, has the support of LVMH — which took a 49 percent stake in the company earlier this year — they're hiring a creative director to take Edun to the next level.

“We were so keen on our mission that we made compromises that maybe we shouldn’t have made with respect to our customer and the fact that they should have great clothes,” Hewson told WWD. "Without great clothes, we don’t have a business, so it’s important to get that end right.”

Hewson wouldn't let loose any details of the creative director search, but WWD reports that Alexander Wang and Sharon Wauchob are among those who have been approached. Hewson anticipates the designer being named “within a season” — in time for the Spring 2011 season — and will be someone who can “grow with the brand.”  In fact, she says, Edun will "most probabably have a runway show for Spring 2011, likely in New York.

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.