Ryan McGinley for Bono's Label, Edun
The cult indie photographer shoots the label's Spring 2012 campaign.
Epically talented Ryan McGinley has shot the Spring 2012 campaign for Bono and Ali Hewson's eco-friendly, socially-aware label Edun. Featuring six species of butterfly indigenous to Africa gracing the lithe bodies of the two models, the creative vision of the images was also influenced by another virtuoso of stratospheric talent, Dazed co-founder Jefferson Hack, who served as artistic director. The choice of African butterflies is not arbitrary; Bono, of Live 8 philanthropic fame, started the brand in 2005 with his wife in order to promote awareness of, and trade with, Africa. As Ali Hewson told WWD on the phone from Africa, where Edun has eight factories, "We really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation."
Although he has an indie cult following nurtured by the likes of Vice magazine, McGinley has lensed ad campaigns ranging from Pringle of Scotland (featuring Tilda Swinton) to L'Air for Nina Ricci to Wrangler. His youth-meets-nature aesthetic is still represented here in this campaign. The models - in particular the waifish, tattoo-clad male model - are very McGinley-esque and, although not shot outdoors, they appear partially nude against a green backdrop with colourful butterflies adorning their bodies as if ornate, handcrafted accessories.
The campaign will be released in magazines in March. Check out a selection of images below:
