Amazing Edun Spring Summer 2012 Butterfly Ad Campaign

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I’m all skeptical when it comes to an eco – friendly label issued under a big fashion luxury house – remember Emma Watson for Alberta Ferretti? Today, however, I’m about to change all that!

I know the images speak from themselves, and that I’m enchanted with Edun Spring Summer 2012 ad campaign’s visuals, however, a small introduction is de rigueur (if you want to skip this, hit the jump to see the images or click here for the gallery): Edun fetes his 7th year this year. The label’s founders are no strangers to environmental activism: Bono and his wife, Ali Hewson; however, somewhere along the road, half of Edun has been added to the LVMH luxury empire. (you may remember a particular Louis Vuitton Journeys campaign with the founders of Edun?)

Nothing, however, prepared me for this incredibly beautiful ad campaign! Ryan McGinley photographed much more than clothes and models – he photographed six different species of butterfly, specific to the African continent (where Edun supports local resources by producing their creations there). A big round of applause for the visionary Jefferson Hack who was a creative consultant and for the gifted Irish designer Sharon Wauchob who acted as creative director for this beautiful campaign!