fashion-memopad
fashion-memopad

Animal Attraction in Edun Ads

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

By
fashion-memopad/news
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.

RELATED STORY: Edun Spring 2013 >>

“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.

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false