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On the 3rd day of New York Fashion Week, the echo-friendly, organic clothing brand Edun presented their F/W11 Women’s Collection “Storytellers and Liars.”
Exploring the importance of storytelling in various cultures, the clothes ask light-heartedly. When does the story become a lie? Through prints and the juxtaposition of fabrics, the garments weave a tale of African and modern day cultures.
The mood of the FW11 collection is warm and natural, with a palette of earthtones including camel, saddle, and licorice. Edun continues its exploration of old prints from last season, using mix and match techniques while invoking nostalgia and familiarity. Patterns reflect the blurry images of old photographs.
Launched in 2005 by Ali Hewson and Bono, Edun is a for-profit fashion company founded on the premise of trade for aid as a means to alleviate poverty through sustainable employment and growth. Its aim is to encourage trade in Africa and raise awareness of the possibilities there.
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