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?)

Edun Spring Summer 2012 Ad Campaign

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!

beautiful ad campaign Edun Spring Summer 2012 by Ryan McGinley

Edun Spring Summer 2012 butterfly ad campaign Edun Summer 2012 ad campaign Edun Spring 2012 ad campaign


#1 Ellington on 02.01.12 at 12:36 pm

This is a beautiful ad campaign Kpriss. I agree wholeheartedly! : )

#2 Riana on 02.01.12 at 12:52 pm

I am still skeptical but I agree also that this is a lovely campaign. Beautiful pictures. Who is the model? I do not recognise her….

#3 keiKo on 02.01.12 at 3:46 pm

I like the ‘realness’ of the campaign – no photoshopping, overt sex!ness or women who look like girls but are being women images.
I wish more campaigns where this fresh & beautiful.
The model is Herieth Paul – I think?

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