Does Edun’s far reaching ad campaign have the ability to change consumer mindsets?

Without the glossy ad campaigns typically employed by fashion houses, star-ethical line, Edun has managed to become the most well known and celebrity beloved conscious clothing collection out there (having Bono and his wife, Ali Hewson as the line’s founders doesn’t hurt). Posting double digit growth last year and announcing plans that both Bloomingdales and Neiman Marcus will pick up the line, the fast-growing sustainable clothing label has just unveiled their first advertising campaign.

An advance look at the ads reveal Edun’s spring looks shown alongside six species of butterflies indigenous to Africa. According to a WWD interview with Hewson in Africa – where the brand reportedly produces much of its clothing and supports local farming communities and factories – she explains, “We really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation.”

Some of fashion’s hottest design talent was enlisted to create the campaign, Photographer Ryan McGinley was the visionary behind the engaging images, British Dazed and Confused Editor, Jefferson Hack, served as the on-shoot creative director.

Skeptics have pointed out that Edun’s partner company – luxury group LVMH bought a 49% stake in the company in May 2009  - utilizes far from sustainable practices. And a now infamous campaign featuring Bono with Hewson, parading through one of the poorest landscapes in the world carrying LVMH luxury bags, may not have not helped win over the critics either.

What is clearly persuasive is the reach of the label. With the campaign set to break in the March issues of Vogue, Vanity Fair, Dazed & Confused, AnOther, T The New York Times Magazine and the Sunday Times of London, its ability to change mindsets is far-reaching. Also included as part of the campaign, is a launch event set to take place during New York Fashion Week and short “blink videos” that will appear on Edun.com and via social media outlets. The message that “eco-friendly” and “socially-aware” are desirable clothing attributes is about to get some wings.

Versatile basics with edgy details, easy-to-walk-in wedges and an extra-roomy bag are a New York City girl’s best friends.

There’s no doubt that New York City girls have a certain edge to their style. It’s all about basics with unexpected details – and yes, black. Heels are a must and wedges keep things comfortable. And always carry a big, stylish bag – because who has time to go home before the night begins?

Alkemie Ruler Bangle
Although it’s handmade in Los Angeles, this bangle is cast from a vintage NYC-approved ruler (possibly made in Buffalo, NY). It’s made from 100% reclaimed metal and adds just the right amount of unexpected quirk to an outfit.
$154, Alkemie 

Alpaca Slouch Hat by Mayu
A hat is a must for New Yorkers in the winter — to protect ears from sub-zero chills. This slouchy hat is hand-knit with 100% Peruvian Alpaca fiber and made according to fair trade principles.
On sale for $50, Mayu

NYC Necklace
You know you’re proud to be a New Yorker. Show your love for the Big Apple by wearing this necklace, made in Brooklyn from old, recycled records.
$38, Teich 

Thieves Armour Skirt
This high-waist fitted skirt is made from hemp wool suiting (45% hemp, 40% wool & 15% tencel) and covered with beeswaxed organic cotton, which gives it a great “aged leather” look. Definitely not your average pencil skirt, this one brings a fresh supply of attitude.
On sale for $173.25, Thieves

Crewneck Sweater by Edun
This sweater by Ali Hewson’s Edun is a sexy, edgy alternative to the ol’ cashmere basic. The strategic pattern of the knits keep it from becoming too revealing. We all know we need to leave a little for the imagination, right? Wear it to work underneath a blazer and on it’s own for a night on the town.
$312, Juno & Jove 

Sabine Triangle Bag by The Sway
Every girl in NYC needs a big bag that can easily go from day to night and will hold anything from heels and workout clothes to lunch boxes and reading material for the subway. This bucket-style messenger bag is extra-roomy and has both double shoulder straps and a removable cross-body strap. It’s made from soft upcycled patchwork leather and lined with The Sway‘s signature Aboriginal-inspired organic fabric.
$490, The Sway 

Millenium Black Wedges by OlsenHaus
These 100% vegan wedges by OlsenHaus are made from ultra suede and faux leather and feature a blonde pine wooden wedge heel. The mix of materials keep things interesting and the wedge heels ensure that you can walk the entire length of Manhattan if need be.
$300, OlsenHaus 

Geometric shapes are the perfect way to add edge to any outfit.

Maybe it’s because I am a graphic designer at heart, but there is something strangely comforting about straight angles and geometric shapes. They are also the perfect way to add edge to any outfit. Match an Aztec-print blouse with a simple black skirt, versatile bag, some great geometric jewelry and a pair of spectacular shoes and you are turning heads.

Collina Strada Vegan Cartella Bag
Made in New York City, exclusively for New York City based eco-boutique Kaight, this version of the classic Cartella is crafted from recycled canvas dyed with eco inks and vegan leather. It’s simple enough to go with everything but unique enough to stand out from the crowd.
On sale for $198.75, Kaight

Alkemie Falling Star Necklace
It is said when you wish upon a fallen star your wish comes true. Hang these three around your neck and wish upon them every day. Handmade in Los Angeles from vintage and recycled Japanese chain and 100% reclaimed metal.
$209.00, Alkemie

Pencil Skirt by Pendleton Portland Collection
This simple black skirt from Pendleton’s Portland collection is made from 100% Virgin wool, which means it will keep you warm and cozy all winter long. Side pockets and button details at the waistline create visual interest. This is a piece you will want to keep in your wardrobe for many years to come.
$176, Juno and Jove

DLC Muan Earrings
Susan Domelsmith of DLC (Dirty Librarian Collection), handcrafts elegant yet edgy pieces from materials rescued from old jewelry factories. Made in Brooklyn, NY, from handpicked recycled beads and vintage hematite chains. These brass bead earrings are simple, yet truly unique and will go with anything.
$85, DLC Brooklyn

Covet Aztec Print Silk Blouse
Slightly cropped, this cute button down has a tiny pleat detail at the collar and slightly bloused sleeves. The Aztec print looks as good matched with neutrals like black and navy and with bright colors like orange and kelly green. Made in a socially responsible factory using eco-friendly silk.
$130, Future:Standard

Melissa x Gareth Pugh “Aileron” Spartan Sandals
Gareth Pugh’s collection for Melissa this winter reflects his love of geometric forms, a theme found in his collections and collaborations, which most recently includes a collector’s bottle for Absolut Vodka. These sandals come in black, klein blue or golden faceted, and the collection also includes star printed Ultragirl ballerinas.
$96.02, Colette

Uxmal Ring by DLC Brooklyn
All DLC jewelry is made by hand in the company’s Brooklyn studio. This ring is made from deadstock pieces that were rescued from shuttered jewelry factories in the Northeast United States; five vintage beads form an abstracted flower shape with a chain tassel cluster on a delicate band.
$90-$140, DLC Brooklyn

Look beyond traditional jeans and make things more interesting by finding new ways to wear this beloved fabric.

If you ask anyone, male or female, what their favorite outfit is, there’s a good chance it includes denim. This fabric, originally designed for cowboys in the late 1800s has become a closet staple like no other. Besides jeans, there are lots of great items out there made from denim — like these bleach-splattered shoes, a sweet dress, bodega bag and pendant. Complement your blues with an updated version of the perfect trench coat, and a cool upcycled necklace.

Bleach Splatter Denim Women’s Cordones
If plain denim is just too boring for you, check out these Bleach Splatter Cordones, that work just as well with or without laces. For every pair sold, TOMS donates one to a child in need.
$69, Toms

Jesse Spanos Flare Jeans by Pray For Mother Nature
These super soft flare jeans by Pray For Mother Nature are the perfect medium-blue shade of denim. The Pray for Mother Nature collection is entirely designed and made in California by Chip Foster, formerly of Chip & Pepper (whose jeans were coveted for making your bum look amazing). A percentage of proceeds benefits Heal the Bay.
on sale for $59.95, Future standard

Pray For Mother Nature Cuts Like a Knife Ruffle Dress
If jeans, or pants, are simply not your thing, you can still be a Blue Jean Baby by trying out a denim dress. This scoop-neck one – also by Pray for Mother Nature, features tiers at the front, worn edges, and a pulled bottom hem.
on sale for $108, Shopbop

Study NY Pipe Necklace
Made in NYC by designer Tara St. James, this gorgeous necklace is crafted using reclaimed copper pipes and vintage silk. It’s the perfect way to add some interest to a simple jeans-and-T-shirt ensemble.
$180, Juno & Jove & Study NY

Remade USA Bodega Bag
Did you ever wonder what happened to all those tie-bleached jeans from the 80s? Well, some of them have been remade into cute bodega bags by designer Shannon South. Every bag is unique and completely made from upcycled denim.
$55, ReMade USA

Jen Abrams Vintage Denim Pendant
Jen Abrams creates simple, statement-making jewelry that is very much designed to go with your favorite pair of jeans. Maybe because it’s made using pre-loved denim. $96-$136, Jen Abrams Collection

Edun Trench Coat
The classic trench gets an update by Edun designer Sharon Wauchob. The frayed edges and powerfully simple details make this the perfect trench to wear with any kind of denim.
$398, Edun

Edun’s Fair Isle crewneck is an edgy departure for this year’s sweater season.

Tribal prints are popping up everywhere this season. From ethical lifestyle brand, Edun this Fair Isle crewneck is an edgier take for urbanites looking to reference the tribal knitwear trend without sacrificing their downtown groove.

With its mixed knit, tasseled raw detailing, this cozy cropped sweater with contrast sleeve hits just at the narrowest part of the waist highlighting curves, making it the best thing to wear with this season’s longer skirts.

$400

Look for Lustables daily at EcoSalon. 100% gorgeous green finds, and never sponsored. Submit your favorite to tips@ecosalon.com

Ah, fashion. Just when you’ve sorted out what trends to ride for the current season, it’s time to look forward and incorporate a whole new wave. Luckily, there are some key accessories this spring that will help smooth out your transition.

Moving into spring provokes a sense of fresh intrigue and a renewed energy to be daring and perhaps a little bold and bright.

1. One of the biggest trends for S/S11 is to politely retire the black bag and put into play a colorful counterpart, like a blue bag from Matt & Nat.

2. Geisha Gem Dangle Earrings made with eco-friendly Argentium sterling silver add just a hint of color.

3. A multi-colored scarf from Edun is perfect to introduce color and warmth.

4. Stella McCartney’s Eco Cotton Multi Botancical Print Wallet with exaggerated chain trim is a little something special.

5. A vibrant statement necklace from Lizzie Fortunato gives you a uniqueness that is admired and coveted.

If the cold has got you down, or if you are just ready to move your wardrobe forward into spring fashion, incorporating these accessories is a great way to keep you feeling inspired and on trend.

Is Edun getting tired from all the work that is involved in being sustainable?

With the recent heralding from the green trenches and even the Wall Street Journal, which exposed the celebrity-based line for going “Out of Africa, Into Asia,” we all have to sit back and scratch our chins.

After all, if you have money and a front man like U2′s Bono backing you up, you should be able to do more than just what everyone else is doing. Translated? When the indie designers in Seattle are struggling to make ends meet, and are making their lines more sustainable than yours, there’s a big problem. I mean, they don’t have the luxury of having Louis Vuitton Moët Hennessy (LVMH) buy 49 percent of the shares in their company, they work craft fairs.

So during the recent NYFW, when fresh faced Edun designer Sharon Wauchob unveiled her vision for the label (which was stunning), and we all discovered that roughly 70 percent of the line is now made in China, it was a real slap in the face to what the brand initiated and inspired us to believe: That empowering other countries, like those in Africa, through job creation could, as Goodlifer points out, be an “important tool for societal transformation, something that is urgently needed in the world of conscious fashion.”

Edun’s new chief executive, Janice Sullivan (former president of Liz Claiborne Inc.’s DKNY Jeans division and who later ran Narcisco Rodriguez), says in a recent Wall Street Journal article about taking on Edun, “The whole celebrity piece wasn’t the draw for me. I am all about the product.”

Gulp.

Everybody’s got to make a buck, but when you brand yourself as more than that and involve community from the get go, shouldn’t you be more than that?

Image: Ali Hewson and Bono wearing Edun for a recent Louis Vuitton ad

Kate Moss has secured her status as a modern-day style icon, and such a position doesn’t come without merit. Celebrating her fabulous style that is constantly changing and yet always translates as a ‘Kate Moss’ look, we’ve decided to dissect her signature style and provide you with eco-staples to achieve her effortless eclectic look.

1. Alkemie Jewelry: Zodiac Charm Necklace made from 100% reclaimed metal in Los Angeles.

2. Edun: Oversized Abstract Symbol Tee from the new collection, made in Tanzania from 100% organic cotton.

3. Matt & Nat: Nash Bag made from vegan leather and 100% recycled faux suede lining.

4. Cri de Coeur: Jamie Draped Vamp Bootie with Ties made of supple faux suede, so don’t worry about getting them wet!

5. Loomstate: Revelation Blue Sky Jeans are 98% organic cotton and only lightly dyed for a sky blue wash.

We all might be holding our breath to see what Miss Moss wears next, but at least now we’ve got her style basics covered!

Nicole Mackinlay Hahn knows there’s an artistry and ethic behind how your clothes, shelter and food get to you, and she wants to show you.

While base operations are at her site Reap What You Sew, her recent video book at the Centre for Contemporary Art and the Natural World’s exhibit titled “Fashion Footprints: Sustainable Approaches,” is one of many collaborations she’s been active in when it comes to African artisans.

Her Mirror/Africa launch in Barney’s New York in 2008, as an interactive public art installation (see the Mirror/Africa video below), is an exhibit she hopes to grow in order to educate the public about African communities who are banding together to put products on many store shelves.

She’s also had high profile clients like sustainable label Edun, Clif Bar and several other organizations, including Product (RED), Earth Pledge, The Breast Cancer Fund and the ONE Campaign – through which she’s been able to channel her creative juices when it comes to inspiration, ethics and respect – not just for products, but for the people and the innate integrity imbued in everything we consume.

I finally caught up with Nicole and got her to answer some questions for EcoSalon.

She rocks as well as reaps and sews and is about to embark on another top secret project in Ghana. Stay tuned…

Filmmaker Nicole Mackinlay Hahn

How much time do you spend in the country you’re filming putting together a project like Mirror/Africa? I imagine it takes quite a bit of time to do the interviews and get just the right footage?

Mirror/Africa is the first project I’ve created that needs a lot of time and travel. I’ve been to nine countries in Africa for the project, and three more for other client work, totaling 12. I’ve spent most of the time in Madagascar and Lesotho. My process is slow, and I follow my Reap What You Sew® Manifesto, which honors the ethics of documentary film making. I try not to travel with a crew and hire locals to help with logistics, translation, and teach some film making on the fly. One needs to have a lot of patience to do this work, and that has always been my strength. I know when there is trust between me and the subjects. Sometimes filming one person/location takes a whole day and three meals, and other times it takes a week and doing chores around their house. If I don’t get to connect with my subjects, I get super grumpy. Each location can take from two days to three weeks, or even more. I spent a whole month in Madagascar for very little footage, but it was the right footage. This process applies to my own projects. Client work doesn’t usually allow for so much time, and is more of a traveling circus. I bring a lot of Clif Bars on those trips.

How do you make “lyrical and poetic” the journey of how clothing gets to us?

Reap What You Sew is the poetry behind the purchase. In the Mirror/Africa project summary, “lyrical and poetic” means the video reflections are emotional, celebratory, ambiguous, rhythmic. They are not data driven. I like to call the videos “anecdotes” because they are all under one minute in length and there are about 200 videos in the piece. They are meant to build upon each other. If a consumer scans the same merchandise more than once, a different video appears each time, and these multiple anecdotes build verses. For example, if a silk hat is scanned, the video could be a Malagasy man teasing his friend with a silk worm on a stick, or one may see a woman climbing through her window to lock the front door after a long day of weaving. One video may feel abstract. When more than one item is scanned, a poem is starting to build.

What designers have you collaborated with for this project. Are the designers from Africa or a stateside designer?

I have not collaborated with any designers for Mirror/Africa yet. The Barneys New York staff and buyers were very helpful in researching the merchandise for spring 2008. We had very little time and found 18 items linked to the African supply chain, and I’m sure there were more. I had a head start with brands like Edun and I was happy they had merchandise in Barneys. Retailers are seasonal, so the merchandise sold in the spring will not be there in the fall. For this project, I’m not focused on where the designers/brands are from, it’s more important that the brand is sourcing from Africa. I had already filmed most of the footage before I decided to launch a public exhibit in Barneys, the next step was to curate the video anecdotes with the merchandise selected. So for the brand Lemlem, most of the videos are focused on African children reciting Earth Day poems, making art, riding bikes, and schoolwork. Most of the brands used in the exhibit probably don’t even know they were a part of Mirror/Africa. The piece is more a collaboration between the Africans and the consumers and their interactions. And documenting that is a key element to the project.

Were the RFID tags in the Barney’s exhibit in the clothing or on reels that one could put in front of the installation to see?

The RFID tags were meant to be on the merchandise. At the eleventh hour, we decided it was not a good idea for so many people to be handling expensive items, and we fabricated the bamboo tokens to scan. This was a self-funded art project, so I did not have the support to insure so much merchandise.There was a token to represent each item. Those tokens had the RFID tags embedded. RFID can be applied to or incorporated into a product, animal, or person for the purpose of identification and tracking using radio waves. There is also a log entering how many times the merchandise is scanned and exactly when, but this is not visible. So we know what item is scanned the most and when. In London, I tagged hangers, and the next site will have all merchandise and people tagged. I look forward to tapping into the social media network more, it was not as evolved when I launched, and I want to design a Reap What You Sew APP!

With the interactive exhibit at Barney’s, did you feel like their customers had a better understanding or new appreciation for the connection between themselves and their clothing?

Yes, I observed a lot of consumer participation. It’s artwork and it’s subjective, so everyone brings a mood and attention span to the piece. I got the sense that people really related to the everyday things in the video footage, because we have so many similarities. I have video documentation of one woman saying she didn’t know horses were in Africa! And another woman stating, “We could really learn a lot from them, you know with everything we’re going through.” Some got emotional, and others are simply enamored with the optics and sculptural component. It’s an ethical bubble, and one can see their reflection in the mirror. It’s important to see ourselves in the piece, because we have to love and care ourselves before we can really care about others. And if we truly want to be environmental, restorative, sustainable, we need to have a lot more tolerance and care for other cultures.

Why take this kind of project on? Do you think people want to know more and is video an effective medium for them to digest it all better?

I’ve been working with video since the first Pixelvision camera was on the market. It was a big deal to move up to VHS! Video is very effective and affordable. I think all the elements of moving picture, sound, light, animation, are quite emotive. I felt the need to start the Mirror/Africa project because in 2005 the branding trend was to put the story on the tag. I wanted to do something that took the stories way beyond the tag. At the same time, I was in Africa seeing how many lives are affected by clothing manufacturing, and all the cultural capital there. I would return and share everything with my friends about the supply chain and I could not believe how little we all knew. It’s sad how hard it is to find out where things come from. So I started designing the interactive sculptures to seduce the consumer. Retailers have been using video and projection for years, but mostly as wallpaper and architecturally. I wanted to make something that actually engaged and documented the consumer. So the Mirror/Africa tripods are protagonists within a larger feature documentary film project in development. Mirror/Africa also has dance and music tokens where one can connect their style based on the music genre they choose. Hip Hop, Karaoke, Folk, Club, Rock, etc”¦at the next exhibit one can learn the dance.

Image: Barney’s Mirror Africa Exhibit

You’re nearing mid-August and feel in limbo with seasons, sales are picking up everywhere and you ask yourself, “Self – do I get a few cute pieces for next summer or look forward to fall?”

The answer to this is to find a few pieces that can work for you now and into the fall.

I found this entire outfit online at Verdessence (minus the shoes) and on sale (minus the earrings but they’re a very reasonable at $18). I love this Edun top and can imagine it with a skinny belt (blue to match the shoes and perhaps gold to pull the earrings in?) to cinch it in adding an hourglass shape when paired with this slim skirt.

Del Forte Camilia High Rise Skirt $99

It’s always good to throw some color into an outfit and these Cri de Coeur heels are the perfect solution to what might be an otherwise plain outfit.

Cri de Coeur Abby Round Toe Pump $216.87

The earrings add a little more depth to the outfit with all metal colors represented, so if you wanted to slip on a simple ring with this too, it won’t matter if it’s gold or silver. Just don’t over-do the jewelry!

Mata Traders Layered Leaf Earrings $18

Want to bring this outfit into the fall? Throw on a pair of black or grey tights, a long black or grey cardigan and pair of three-quarter lengthed boots like these vegetable dyed Osage Boots from Coclico, on sale for $207, and you’re falling into fall and away from summer.

And for the record, my favorite leggings hands down are by Nixxi. And guess what? Verdessence just so happens to have them on sale for $39. Please take my word for it and grab a pair, lightweight and silky, they are the best leggings year-round.