Fashion’s ever-revolving door spins again.
Edun, the label founded by Ali Hewson and hubby Bono in 2005, announced that their creative director of six seasons Sharon Wachoub is leaving the brand to focus on her eponymous line.
Wachoub will be succeeded by Danielle Sherman, WWD is reporting. Sherman may not be a big name (yet) but she certainly has the design cred to pull off a creative director role. The 30-year-old co-founded and was the design director at The Row from 2005 through 2007, and has been the design director for the men’s and women’s collections at T by Alexander Wang from 2009 through 2013. So yeah, she knows how to design cool, well-made basics.
“Coming from her success with two well-respected brands, Danielle brings her experience and strong design sensibility to Edun,” Hewson told WWD. “Bono and I are impressed by her creativity and believe her unique approach and vision will help grow the brand.”
Sherman will helm Edun full-time from New York (Wachoub had a consulting role and worked mainly from Paris), and it’s a sign that the brand is looking for more growth, according to Antonio Belloni, managing director at LVMH (which has a 49% stake in Edun). “The appointment of Danielle as full-time creative director marks a step-change in the development of Edun as a brand of fashion and meaning,” Belloni told the trade.
Edun’s original mission was to increase trade and manufacturing in Africa, and the brand expects “to source at least 40% of its production” there this year. Pretty impressive.