It's Fashion Week in New York, and one of the most stylish women around, Bono’s wife Ali Hewson, showed off her label Edun’s creations which were well-received by the A-listers in attendance, including singer Alicia Keys, rocker Michael Stipe and actress Gina Gershon.
Military green was the dominant color, according to the Associated press, and was used to great effect when mixed with silks and chiffons.
“That’s the duality of the Edun girl – soft but edgy,” Hewson told the AP. “This time we wanted to take the intimacy of the bedroom out to the street. So for example, you have cargo pants, but in silk.”
Edun was founded by Ali and Bono back in 2005 as an ethically produced label primarily based in Africa, with the goal of helping promote trade with the continent. The AP reports that nearly half of the spring/summer 2013 Edun looks showcased on Saturday will be produced in Africa, or made from African fabric. Crochet patterns were also a big feature of the show.
“They’re done by the ‘crochet sisters’ — an order of nuns in Kenya that we’ve been working with for four seasons,” Hewson said.
Edun, which is co-owned by global luxury brand LVMH, reported trading losses of more than $8 million last year, but clearly Ali and Bono are still devoted to making the brand profitable. And Keys for one loved what she saw.
“There's a sensuality to it but also a toughness,” Keys said. “I love sexy stuff, so this is good for me.”