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FOREVER EDUN: “LVMH is a great sounding board and has really helped us to consolidate the business,” said Ali Hewson, founder of the ethical clothing label Edun, in Milan Tuesday night at the presentation of the brand’s fall men’s wear collection co-hosted by Dazed & Confused magazine.
“It’s time to show Edun can really do men’s wear, and we aim to build a strong identity,” said Sharon Wauchob, Edun’s creative director, presenting her second collection for the label. As for the brand itself, Hewson said retail expansion could be a possibility.
In a vast industrial space, models paraded the textured fall collection with a well-traveled feel seen in velvet blazers, soft denims, slouchy knits and faded checkered shirts. Up-and-coming British band The Heartbreaks added a rock edge to the evening, performing a live set kitted out in the label. “We’re hitting the studio tomorrow to record some tracks with Edwyn Collins,” said band member Chris Deakin of their debut album, which has the working title “Fun Times.”