Ali Hewson and Bono's Eco-Conscious Edun Brand Ceases Operations As LVMH Divests

Ali Hewson and Bono's Eco-Conscious Edun Brand Ceases Operations As LVMH Divests

LVMH is divesting its 49 percent stake in the eco-conscious made-in-Africa Edun brand, founded by Ali Hewson and her husband Bono in 2005. The luxury conglomerate is selling its shares back to the founding couple with ambiguity surrounding its future. For the present, all business operations for the brand will cease. “In light of a joint review of the business, Edun is restructuring its operations in preparation for its next chapter and LVMH will transfer its shares back to the founders,” said LVMH in a statement.

The move follows news that Tomas Maier is shutting down after Kering withdrew its support, and that Christopher Kane is also in talks to buy back stock in his own company. 

AOC joined many in applauding the socially conscious brand with psychological and emotive ties to Africa. In reality, the brand saw high creative-director turnover as it struggled to create a style and product reality inspiring supporters to get out their wallets. 

Helena Christensen, Christy Turlington & Danai Gurira At Ali Hewson's Edun Fall 2018 Presentation

Helena Christensen, Christy Turlington & Danai Gurira At Ali Hewson's Edun Fall 2018 Presentation

Vogue reviews Edun's Fall 2018 presentation, writing that in Nairobi, Kenya, "you're only as awesome as your boda boda." The wilder and crazier your motorcycle taxi wheels, the more stylish you are in Nairobi. The inspired embellishment of boda bodas worked its way into Edun's Fall 2018 collection, which got a big boost from two of the industry's greats: Helena Christensen and Christy Turlington.

Black Panther star Danai Gurira showed off bold, exuberant colors against the backdrop of a pastel pink boda boda.

In 2009 LVMH took a stake in Edun, founded by Ali Hewson and her husband Bono in 2005. Helena Christensen is bff with Hewson and an integral member of the Edun spiritual/artisan-inspired design mindset. Helena and Ali first met in 1993 when the Danish beauty first modeled in Hewson's show for the Irish Society for the Prevention of Cruelty to Children at the Point in Dublin.

Now a professional photographer, Helena frequently turns her lens to Bono's U2 band and to her role working as an ambassador with the United Nations High Commissioner for Refugees. Christy Turlington and husband Ed Burns frequently join the party, as do Trudie Styler and Sting. The Edun lookbook images were shot in New Orleans, presumably by Christensen.