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Animal Attraction in Edun Ads

An African elephant called Susie is the star of the brand's spring/summer 2013 campaign.

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Edun

Edun spring/summer 2013

Photo By Ryan McGinley

ANIMAL ATTRACTION: An African elephant called Susie is the star of Edun’s spring/summer 2013 campaign. She was photographed by Ryan McGinley in a studio in Los Angeles along with a host of models cavorting in “rain”.

The campaign will break in the March and April issues of 26 titles including American, French, British and Italian Vogue, Vanity Fair, Interview, i-D, Love and Numero. On the images that feature Susie, there is a line inviting readers to “Help protect the endangered African elephant” by visiting Edun.com.

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“Animals are a big part of my work — they always bring something beautifully unexplained to a picture,” McGinley told WWD. “There is a little extra electricity in this season’s images that comes from putting the models together with a true African elephant. It’s impossible not to acknowledge a certain sense of danger and the respect you have to have for this amazing animal.” Additionally, McGinley has collaborated with WildAid on a collection of T-shirts featuring Susie. They will cost 48 pounds (about $75 at current exchange) and be available from Edun.com from Feb. 18.