I’m all skeptical when it comes to an eco – friendly label issued beneath a large fashion luxury residence – remember Emma Watson for Alberta Ferretti? Today, nonetheless, I’m about to adjust all that!

I know the images speak from themselves, and that I’m enchanted with Edun Spring Summer 2012 ad campaign’s visuals, even so, a little introduction is de rigueur (if you want to skip this, hit the jump to see the images or click right here for the gallery): Edun fetes his 7th year this year. The label’s founders are no strangers to environmental activism: Bono and his wife, Ali Hewson however, somewhere along the road, half of Edun has been added to the LVMH luxury empire. (you may possibly remember a certain Louis Vuitton Journeys campaign with the founders of Edun?)

Absolutely nothing, however, ready me for this incredibly gorgeous ad campaign! Ryan McGinley photographed significantly more than clothes and models – he photographed six diverse species of butterfly, particular to the African continent (exactly where Edun supports neighborhood resources by creating their creations there). A huge round of applause for the visionary Jefferson Hack who was a creative consultant and for the gifted Irish designer Sharon Wauchob who acted as creative director for this lovely campaign!

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