Edun may specialize in perfecting the perfect eco-conscious, organic cotton basics, but their Pre-Fall 2010 collection is anything but simple. Boasting lightweight anoraks, comfy-chic blazers, gauzy hemp jumpsuits, patchwork skirts, and tiered minis, the line proves that the brand offers much more than go-to tees and tanks, and gives a refreshing, realistic outlook on fashion from Africa, aside from obvious prints and bold colored patterns. The result is a look that is earthy but not too casual, and laid-back while still looking fashion-forward and upscale.
Not only are their designs intriguing and eco-friendly (using natural fibers and organic cotton in their pieces), but their socially conscious attitude towards international marketing is admirable in a way that makes indulging in their brand even more dangerously tempting for our wallets. They strive to bring Africa back on the map of international trade by showing its potential as a resource for chic, powerful fashion that uses quality materials, meticulous design and impeccable taste. Visit Edun Online for the full Pre-Fall 2010 lookbook, and start shopping the brand!
- Alex Gambardella
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