Edun Spring/Summer 2012 ‘Beautiful Rebels’ Ad Campaign

When a strong love for fashion comes face to face with a special desire to make a difference, we have the chance to witness a real work of art, just like the latest breathtaking Edun spring/summer 2012 ad campaign, titled Beautiful Rebels. Amazingly colored butterflies perform a spectacular show and seem to be telling a fascinating story of duality and transformation brought to life by photographer Ryan McGinley. Nature and skin kiss each other and express the passion, playfulness and poetic contemplation Edun was so eager to display in the campaign. While we have six species of delicate butterflies as “models”, all indigenous to Africa, we can definitely agree the Edun spring/summer 2012 ‘Beautiful Rebels’ ad campaign dazzles!

Edun Spring/Summer 2012 'Beautiful Rebels' Ad Campaign
“We really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation,” Ali Hewson, one of Edun’s founders, revealed in an interview with WWD. To picture this ultra-fascinating campaign, Hewson worked together with Bono, the other Edun founder, creative consultant Jefferson Hack and creative director Sharon Wauchob.
With such an impressive debut campaign for the upcoming warm season, Edun fully concentrates on the beauty and free spirit of nature and presents just a few pieces from the brand’s collection. As Edun’s main objective isn’t only to design stylish clothes, but also develop trade with Africa, the brand opted for African craftsmanship and brought gorgeous crochet vest and shorts that will hardly leave anyone indifferent. Moreover, there are laser cut blouses in the line, which demonstrate the great effect of using the sophisticated modern technology in the design process.

Edun Spring/Summer 2012 'Beautiful Rebels' Ad Campaign

Edun Spring/Summer 2012 'Beautiful Rebels' Ad Campaign

Edun Spring/Summer 2012 'Beautiful Rebels' Ad Campaign

Edun Spring/Summer 2012 'Beautiful Rebels' Ad Campaign

The Edun spring/summer 2012 ‘Beautiful Rebels’ ad campaign, featuring ultra-refined butterflies alongside Bradley, Charlotte, David, Dempsey, Ehren, and Herieth, will appear in the March edition of different glossy and lifestyle magazines, such as Italian, French and U.S. Vogue, Vanity Fair, Dazed & Confused, AnOther, T The New York Times Magazine, and the Sunday Times of London. In addition to this all, there will also be short “blink videos” done by McGinley, which you can watch on Edun.com.

Edun Spring/Summer 2012 'Beautiful Rebels' Ad Campaign

Edun Spring/Summer 2012 'Beautiful Rebels' Ad Campaign

Edun Spring/Summer 2012 'Beautiful Rebels' Ad Campaign

Photos courtesy of EDUN

Recent Posts

10 Hottest Steals of The Week

This week we were on a mission to bring fresh vibes into your life! We found the best deals for perfumes with breezy, fresh notes that will rejuvenate your mind, body, and soul. Slide through...

Blake Lively’s Most Seductive Outfits Ever

The queen of fashion, Blake Lively knows how to turn every single clothing piece into a sensation. Although this mega-popular star doesn't have a stylist like most do, she is still one of the best-dressed...

Selena Gomez x Coach Second Capsule Collection

After the major success of the first Selena Gomez x Coach collection, the brand announced the second one in March. Six months later, they’re releasing every single piece of the latest collaboration. Unlike the debut...

Urban Decay Is Showing “Real Skin” on Instagram

Flawless skin is an unwritten Insta rule when it comes to the world of makeup. Going through your feed you can't help but wonder what's the secret behind the Insta perfect skin. The beauty gurus...

Virgil Abloh, Nike & Serena Williams Team Up For “Queen Collection”

When Off-White first hinted at a Nike collaboration during the weekend, no one expected such a major deal. The two brands finally revealed that they’ve been working on an exclusive line inspired by no other...