Alexander Wang designer Danielle Sherman moves to Edun

Ali is the founder of Edun Apparel, the ethical clothing company.

Outgoing T by Alexander Wang design director Danielle Sherman to succeed Sharon Wauchob at the helm of Ali Hewson and Bono's Edun fashion line.

We love everything global fashion brand Edun stands for, but have to admit, we've never quite dug its urban-grunge aesthetic enough to part with our hard-earned cash. However, all that could be about to change with today's announcement that a hip new designer is set to take the reigns.

Danielle Sherman, design director of Alexander Wang's 'T' line of casual basics, has jumped ship to head up the label founded by Ali Hewson and her U2 front man husband, Bono, following the departure of creative director Sharon Wauchob, to focus on her eponymous label.

L.A. born Sherman has been at the Alexander Wang diffusion label for five years and boosting her cool credentials further, she previously co-founded and launched The Row label with the Olsen twins, Mary-Kate and Ashley.

Founded in 2005 to focus on growing trade with Africa and giving the continent a global platform for creativity, Edun caught the eye of French luxury goods group LVMH which bought a significant stake in the brand in 2009.

"We are so thrilled to have Danielle Sherman as our Creative Director for the brand. Bono and I are impressed by her creativity and believe her unique approach and vision will help grow the brand into a revered global fashion house" Ali Hewson said in a statement accompanying the announcement today.

If her past accomplishments are anything to go by, expect the new look Edun to be consist of the kind of pared back luxe basics that form the cornerstones of every style-setters wardrobe.

Belinda White Telegraph.co.uk

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