Bono's eco-brand Edun names new creative director

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Danielle Sherman has been announced as the new creative director at Edun, replacing Irish designer Sharon Wauchob. 

Edun has appointed thirty-year-old Danielle Sherman, formerly creative director of the T by Alexander Wang menswear and womenswear lines, as its new head designer. 

The brand, which since 2009 has been co-owned by French luxury giant LVMH, was founded in 2005 by U2 frontman Bono and his wife Ali Hewson.  

"Coming from her success with two well-respected brands, Danielle brings her experience and strong design sensibility to Edun," Ali Hewson told WWD. "Bono and I are impressed by her creativity and believe her unique approach and vision will help grow the brand," she added. 

Irish-born, Central Saint Martins-trained designer Sharon Wauchob is leaving the Edun job to focus on her own Paris-based line. She joined Edun in 2009, initially in a consultancy role, just after the LVMH deal. Her replacement, Danielle Sherman, will be working full-time at the brand's New York City headquarters. Prior to working with Alexander Wang, she founded the award-winning fashion line The Row with Mary-Kate and Ashley Olsen. 

Edun was created as the first ever 'Africa-first' luxury fashion brand, to foster positive trade, sustainable development and foreign investment on the continent. In 2007, the company created the Conservation Cotton Initiative -- designed to promote "conservation-friendly cotton around high biodiversity areas in Uganda, Zambia, and Madagascar." According to Hewson, this year the brand intends to produce 40% of its collections directly in Africa. 

Earlier this year the label announced a new collaboration with Italian denim label Diesel and created the Studio Africa project to aid young creative talent on the continent. 


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