WHO? Edun, the fair trade fashion label launched by Ali Hewson, aka Mrs Bono, and designed by Sharon Wauchob.
IN A NUTSHELL: We were a tiny bit dubious of the 'safari punk' description on the show notes however our fears of a runway strewn with safety pin sporting zebras were allayed as soon as the models hit the runway. Backstage Wauchob explained to us that she wanted to "capture the warmth of the snaps from a fantastic summer holiday and preserve them into the Edun woman's winter wardrobe." Cue digital prints of zebras and plenty of burnt, warm tones of terracotta and sand.
BEG, BORROW OR STEAL: Wauchob's always been vocal about her love of working with natural fabrics, but we were thrilled to see the abundance of experimental tech-finished fabrics in the mix this season. We loved the structured lacquered wool parkas and the enveloping digi print silk tops.
F-ROW: Helena Christensen, Liya Kebede (with her mum) and Julian Lennon.
VERDICT: Hewson, who was sitting front row this season, told us that they wanted to "toughen up the image of Edun, to show that we can present strong and commercial fashion that sells and that people really want to wear". The conscious desire to eschew any hippie dippy associations was loud and clear today, and the strongest pieces stood alone as innovative and interesting fashion - that just so happened to be sustainably made in developing economies. And that, surely, is exactly where Hewson wants her brand to be.
See highlights from Edun's collection below: