EDUN: Luxury Brand Once Again Calls Africa Home
For their SS16 collection, sustainable luxury brand EDUN’s Creative Director Danielle Sherman proves she is staying ahead of the curve. With the brand since 2013, Sherman is lauded by Vogue for turning African influence into high fashion pieces. Especially on pieces like the Madagascar made, double breasted, cropped suit (see image above) with macramé trimming and fringe for days. This season also sees the introduction of a new bag line fabricated in South Africa.
Over a decade old, EDUN was founded by Ali Hewson and her husband, Bono (yes, that Bono), in 2005 and joined the LVMH suite of fashion houses in 2009. Based in New York, EDUN’s mission is to create fair trade clothing, accessories and jewelry that stimulate African trade by production within the continent. Inspired by and partnered with local African artisans, producers, manufacturers and designers, the EDUN’s creations capture African craftsmanship combined with the brand’s modern style. By producing 100% of their collections in Africa (yes, they are back to full production on the continent) EDUN is building long-term, sustainable growth opportunities by supporting manufacturers, community-based initiatives and partnering with African artists and artisans.
Part of this renewed effort can be attributed to new CEO, Julien Labat. Previously with French brand Paule Ka, Julien went on to be the Commercial Director for Carven, globalizing the company with his strategic vision. Julien brings his vast knowledge of global distribution as well as production and design management to his new role at EDUN.
EDUN’s collections of clothing, accessories and jewelry not only reflect local craftsmanship, but also “the expression of a new Africa, steeped in dynamism, creativity and a spirit of enterprise,” according to the brand.
Want to learn more? Julien will be joining an evening of conversation on sustainability with seven other esteemed fashion brands at the EcoSessions: Fashion x Africa mini-conference on May 2 from 7-10 pm at FIT’s Katie Murphy Amphitheatre. Admission is free and open to all, register here. #fashionxAfrica