In January 2010, British fashion designer Sharon Wauchob took the helm of fashion-label Edun as creative director. Launched in 2005 by Ali Hewson and Bono, and now co-owned by LVMH, Edun seeks to raise “awareness of the possibilities in Africa and encourage the industry to do business there.” A reported 80% of their products are manufactured in Africa. In 2008, the company, together with the Wildlife Conservation Society, created Conservation Cotton, a partnership with Invisible Children in Northern Uganda. The initiative seeks to support 3,500 cotton farmers in Northern Uganda. Currently, Edun is going through something of a brand re-launch, and Wauchob, a graduate of London's Central Saint Martin’s, seems like a shrewd pick to navigate the way. Wauchob is no stranger to the fashion world. She worked as a ready-to-wear and accessories designer for Louis Vuitton from 1997–2001, and launched her eponymous label in Paris in 1999, which is now sold at over 120 stores in 40 countries. This past week in Milan, Wauchob presented her second menswear collection for Edun (New York fashion week will see the anticipated re-launch of womenswear). Wauchob took a few moments to talk about her experiences at Edun, the creative influences for the autumn/winter 2011/12 collection, called “Storytellers and Liars,” and working with Ireland's most famous couple.
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