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Photographer Ryan McGinley lets butterflies run wild for Edun's spring 2012 lookbook video.

Open mouths, crocheted shorts and six species of African butterflies flutter around Edun's spring 2012 lookbook. It's beautiful, playful and simplistic with a great soundtrack you won't be able to get out of your head.

Edun, which was founded in 2005 by U2's Bono and his wife Ali Hewson, aims to create sustainable fashion by setting up community initiatives in Uganda, Kenya and Nairobi. Sometimes socio-eco brands can be more politics than design, but Edun bridges the gap with layered, flowing silhouettes and complex geometric prints.

This spring 2012 video proves that cult photographer Ryan McGinley's naked-plus-nature aesthetic is more than a passing fad. Combined with the art direction of Dazed & Confused's co-founder Jefferson Hack, this fashion film manages to be edgy while still understated. Plus, Bradley Soileau's tattooed torso isn't too hard on the eyes.

Check out the Edun spring 2012 video lookbook created by Ryan McGinley below.

Discovered via: Nowness

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One Response to “Covered in ‘Flies”

  1. […] founded by Bono and his wife Ali Hewson in 2005, has enlisted, once again, photographer Ryan McGinley to shoot their latest fall/winter 2012 collection. As a socio-eco […]

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