Loving this video – African Shower of the EDUN collection for SS13. The high fashion ethical fashion brand which was founded by Ali Hewson and her rock star husband Bono works to improve trading links with Africa but is also a highly creative force in contemporary fashion. The brands collections cleverly combine inspiration from Africa with a cool aesthetic.
The African Shower Video references McGinley’s The Animal series,giving an interesting and though provoking view of the interactions between animals and people in the studio setting. The spring/summer 2013 campaign captures the connection between the African elephant and a diverse cast of male and female individuals.
The elephant is an iconic symbol of the African continent and its presence in the video is the perfect creative way to communicate the combination of creativity and links with Africa that defines EDUN.
Not only does this video showcase the sustainable fashion collection, much of which is made in African perfectly, it also high lights the plight of African elephants whose numbers are falling. As a result of the ivory trade, there are now less than 600, 000, compared to the 1.3 million in 1979, in the 37 sub-Saharan African countires in which they live. It is thought that around 35,000 elephants are killed each year. The EDUN African Shower video. The EDUN website provides more information on how to help the African elephant in partnership with WildAid, a non-profit foundation dedicated to ending illegal wildlife trade. WildAid are working to educate consumers and reduce the demand for ivory products worldwide via their public service announcements and short form documentary pieces.
For Ss13 Edun also collaborates with Matt Bernson to create a unique handmade shoe collection which will be available from March 2013. The collection will utilise Kenyan tenting canvas and detailing from the EDUN Spring/Summer 2013 collection. It will feature traditional ballet flats and smoking slippers to modern chunky platform sandals, woven wedges and heeled booties.