EDUN made sartorial history this month when it became the first fashion label to share Louis Vuitton’s thunder in a Louis Vuitton-branded ad. The Annie Leibovitz-shot pictorial, part of Louis Vuitton’s Core Values campaign, features EDUN’s founders, U2’s Bono and his wife, Ali Hewson, roaming the vast African plains. Hewson carries a collaborative Louis Vuitton for EDUN bag: a special-edition Keepall 45 luggage piece clad in Louis Vuitton’s signature Monogram Révélation brown leather.
EDUN x LOUIS VUITTON
Designer collaborations are hardly a rare occurrence these days, but EDUN and Louis Vuitton’s is noteworthy because it officially seals the relationship between the two brands. (Louis Vuitton Moët Hennessy purchased a 49 percent minority stake in EDUN in 2009, after the ethical fashion house admitted to being in fiscal straits.)
EDUN and Louis Vuitton’s collaboration officially seals the relationship between the two brands.
Hewing to EDUN’s Africa-centric mission, the Keepall 45 bag includes a handcrafted ebony-and-bone charm by Made, a fair-trade brand of jewelry and accessories crafted by the people of Kenya. Both the charm and the inside of bag bear the inscription, “Every journey began in Africa”—a nod not only to EDUN’s ethos but also to commemorate Louis Vuitton’s first made-in-Africa product.
Although the Keepall 45 will cost a hefty $4,900 when it’s made available for purchase in October, all proceeds will go to TechnoServe in Uganda to support the Conservation Cotton Initiative, which improves lives by promoting sustainable cotton harvesting practices.
All proceeds from the Keepall 45 will benefit the Conservation Cotton Initiative in Uganda.
The timing of the bag could not be more apt, since EDUN will be presenting The EDUN Exhibition, a showcase of contemporary African art, when EDUN fetes its Spring/Summer 2011 collection at Paris Fashion Week. The temporary exhibition will feature art from the renowned Jean Pigozzi collection, stories of African culture, and a behind-the-scenes video of the Louis Vuitton Core Values shoot.