Despite its celebrity cred, Edun’s always taken a somewhat surprisingly indie route when it comes to advertising. Though Bono and his wife, Ali Hewson, star in Louis Vuitton’s Journey ads, you’ll never see their famous friends involved with the stars’ own sustainable collection—until now.
For spring, they’ve enlisted hipsterdom’s favorite photographer, Ryan McGinley as well as rockstar English visionary, Jefferson Hack. Hack served as creative director on McGinley’s shoot, which features six species of butterflies indigenous to Africa. The arthropods flit alongside the label’s eco-friendly spring picks, like easy drawstring shorts and crisp white shirts.
Though he’d probably call himself an artist first, McGinley’s never been one to shy away from an ad campaign. His collaboration with Tilda Swinton for Pringle of Scotland’s spring 2010 advertisements might have been his most famous, but he’s also shot for brands like Club Monaco and Nina Ricci. This time around the photog eschewed a famous face, which may be a good thing given that whatever they’re doing seems to be working. The label—of which LVMH bought a 49% stake in May 2009—is posting double digit growth each season and this spring it will be carried at both Bloomingdales and Neiman Marcus for the first time—right on the heels of a pop-up shop opening in Paris’s Le Bon Marché late next month.