Let it rain

Founded by Ali Hewson & Bono in 2005, EDUN is a fashion brand (jointly owned by Hewson, Bono and luxury goods giant LVMH) created to both become a force in contemporary fashion and bring about positive change through trading and business relationships with Africa. Currently, EDUN is working to produce 40% of its seasonal fashion collection in Africa by the end of 2013. EDUN is building long-term, sustainable opportunities by supporting manufacturers, infrastructure and community building initiatives. Its marketing generally walks between both the clothing line itself and its loftier development mission. “African Shower”, the Spring/Summer 2013 campaign by photographer Ryan McGinley, offers a captivating and refreshing look at the brand’s new wares in the context of conservation, naturalism and of course, Africa. We only hope everyone gets to see them. Pick up your favorite fashion publication. Or treat yourself to something new for Spring…