global: edun s/s 2013 ad campaign

© edun / photography: ryan mcginley

for its african shower - s/s 2013 ad campaign, fashion brand edun has once again collaborated with new york-based photographer ryan mcginley. referencing mcginley’s animals series, which depict moments of spontaneous interaction between animals and people in the studio setting, the new campaign captures the connection between african elephant susie and a diverse cast of models. the edun brand was born when two passions collided – a love of beautiful clothes and a desire to create change. it's this story of duality and transformation that is again the inspiration behind mcginley’s photographs, a natural evolution of previous campaign for the brand.

the duality at play in these mesmeric images and the unconventional and uplifting attitude throughout the campaign are all core values at the heart of edun’s brand communication for this year. the brand also aims to raise awareness of the plight of the african elephant and encourages all to help protect the endangered species. the edun website will provide more information on how to help the african elephant in partnership with wildaid, a non-profit foundation dedicated to ending illegal wildlife trade. a limited edition t-shirt has been designed of which all proceeds will be donated to the organization to help raise the awareness of the plight of the african elephant.

© edun / photography: ryan mcginley - the limited edition tee and campaign shot [top + bottom]