Friday 31 October 2014

Bono and Ali bite into Big Apple in garden of Edun

Bairbre Power Fashion editor

Published 10/09/2013 | 04:00

Trudi Styler, Ali Hewson, Bono, Jordan Hewson, Christy Turlington Burns and Helena Christensen at the Edun Show in New York.

BIG, bold monochrome stripes and a star-studded celebrity front row made the news at Bono and Ali Hewson's Edun clothing collection at New York Fashion Week.

The U2 singer, his wife Ali, eldest daughter Jordan and supermodel friends Helena Christensen, Christy Turlington Burns and Sting's wife Trudi Styler welcomed the eagerly awaited spring-summer 2014 collection from the label's new designer, Danielle Sherman.

Sherman (31) quit her job at 'T', the casual diffusion label from Alexander Wang to join Edun in April. She took over from Irish designer Sharon Wauchob from Fermanagh who was the label's creative director for six seasons.

Sherman's debut collection for Edun was showcased to a seriously A-list crowd gathered at an uber cool gallery space in Chelsea. Later, she conceded that the clothes – which are strong on graphics and textures – had been "a lot of work".

There are high hopes that Sherman and her vision for 'geo mono' and clean silhouettes can turn the label around and help it succeed as a global fashion brand.

Edun – which spells nude backwards – is part of the LVMH family, which owns household brands such as Louis Vuitton, Moet Chandon and Donna Karan.

Danielle Sherman was previously the co–founder of the seriously cool 'The Row' label, which she launched with the Olsen twins, Mary-Kate and Ashley. It's a style-conscious label which has proved a high-end, commercial success on the high street.

The catwalk show included lots of black and white stripes, optical illusion prints, horizontal checkerboards and grids, worn together and with fresh white shirts and pendants from Tanzania.

However, nothing is black and white in the modern fashion world as Bono and Ali discovered after they launched their pricey, ethical fashion brand in 2005.

The Hewsons' intention was to create a new contemporary brand and encourage fair trade with Africa. However, expensive, albeit organic, ethical cotton tees and cutting-edge denims didn't become an instant retail hit and while retailers have remained loyal, Edun has racked up total losses of €40m.

LVMH bought a 49pc stake in Edun four years ago and last year the luxury goods group expressed its good faith in the brand by giving Edun more than €13m in loans.

Ali admitted they were "a little naive about the challenges at the start". "We're not making money yet, but we've survived a recession," she had said. "We're still in the game and growing."

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