Edun Spring 2013

The Clothes: For Edun designer Sharon Wauchob and label co-founder Ali Hewson, this season was all about the juxtaposition of hard and soft. Wauchob c
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The Clothes: For Edun designer Sharon Wauchob and label co-founder Ali Hewson, this season was all about the juxtaposition of hard and soft. Wauchob c
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The Clothes: For Edun designer Sharon Wauchob and label co-founder Ali Hewson, this season was all about the juxtaposition of hard and soft. Wauchob combined more traditionally masculine colors and prints (military camouflage and olive green) with delicate, and sometimes sultry, elements (exposed, elastic bra straps and sequins on cargo shorts). The result is a wardrobe fit for a woman who is at once vulnerable and in Wauchob's words, “iconic.” This individual is also socially conscious.

The Hair & Makeup: Straight, slightly frayed hair and almost non-existent make-up

The Soundtrack: Your standard, unidentified adrenaline pumping runway mix – perfect for the power stride.

The Vibe: The open air studio at Mohnihan Station was hot as hell (and not entirely in the good way). Line sheets became fans, and we found ourselves wishing we were wearing about 60% less clothing, or one of Edun’s floral patterned, light-as-a-feather chiffon dresses.

The Front Row: Alicia Keys, Michael Stipe, and of course, label cofounder (and wife of Bono) Ali Hewson

Celebrity We'd Most Like to See Wearing this Collection: We could totally picture Rihanna in one of Wauchob's military-inspired, utilitarian, but still feminine, urban warrior ensembles.

What the designer said: "The Edun woman is evolving for sure. She's growing. She has more personality than when we started and more confidence, I hope. We're also growing a little bit every season, in terms of what we're thinking and who we're working with, and it's exciting."

On their socially conscious production efforts: “We’re in ten factories now in Africa and working with the crochet sisters in Kenya and mud dyers in Mali,” explained Hewson after the show. "We’re hoping with this collection to be at 40% Made in Africa.”

Photos: IMAXTREE