C California Style

Looks from Edun's Spring 2014 ready-to-wear collection.
Looks from Edun's Spring 2014 ready-to-wear collection.
Looks from Edun's Spring 2014 ready-to-wear collection.
Edun cofounder Ali Hewson and Sherman in Africa.
A snapshot of Edun's Spring 2014 show.
Danielle Sherman
Ali Hewson
Sherman during her trip to Africa.


by C California Style

Edun’s new creative director, Danielle Sherman, brings her travels to the runway.

“It’s been a whirlwind! I’ve loved every second of it,” says Danielle Sherman, who came from T by Alexander Wang last April to assume the role of creative director of Edun. Previously, the L.A. native cofounded and launched The Row with Mary-Kate and Ashley Olsen. Among the highlights of her first year at the company’s helm was a summer trip to Tanzania, Kenya and Madagascar, where she visited the brand’s factories (founded in 2005 by Bono and his wife, Ali Hewson, Edun brings jobs and trade to Africa by sourcing much of its production there) and met with the artisans with whom she collaborated for the spring line. “We partnered with URU in Tanzania and Penny Winter in Kenya, who are both new to this brand,” she says. “It’s these relationships that are very important to Edun and will hopefully continue to grow.”

The trip was equal parts industry and inspiration for Sherman, who also brought her fiancé, photographer Todd Selby. “In Tanzania, we visited the Stone Town in Zanzibar, which was a trading mecca in the 19th century,” she recalls. “I was especially drawn to the intrinsic sense of symmetry, balance and repetition in the small city.” Those shapes inevitably found their way onto the runway. “The collection was about taking graphic elements and interpreting them into classic silhouettes,” she says of the pants, wrap skirts and jackets. Sherman envisions the line evolving to encompass lifestyle elements, like home and eyewear. “We designed all of the furniture in our New York and Paris showrooms,” she notes. “So you never know what’s to come.” edun.com.

By Molly Creeden.