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Edun Has a New Creative Director: Sharon Wauchob

>> Edun has finally ended their search for a creative director, annointing Sharon Wauchob with the task of infusing more fashion into their offerings.  As brand cofounder Ali Hewson put it, "Sharon was the one that stuck with us more so than anybody else, due to her thoughtfulness, her obvious talent and just a feeling she is really growing into something. This is her time. She’s of the 21st century in a big way.”

Wauchob will continue to design her own line, and her first Edun collection — which LVMH took a 49 percent stake in last year — will be for the Spring 2011 season. In the meantime, she will be traveling extensively between New York and Paris, as well as Africa and Peru — the latter two to work with factory workers, as Edun was founded with the intension of creating trade opportunities for developing areas of the world.

Wauchob has a say »

“To some extent, fashion became so disjointed from the actual production of it. You read fashion interviews, and they often don’t talk about how things are made or where they are made,” Wauchob said. “It doesn’t make sense to me. Production is so intrinsic, whether you are dealing in luxury or not. We can keep speeding things up and speeding things up. But the funny thing about fashion is it’s actually a very hands-on product. It’s not a computerized process. Often, if not always, that gets forgotten.”

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