So, Edun is a brand you probably won't have really bothered with - it's ethical, that dirty word in the big bad world of fashion - suggesting everything is hemp fuelled and likely to look motheaten before it's out of the bag. Well look here now, what's gone and happened is the wonderful studio at Simmonds Ltd have put Ryan McGinley behind the lens for the latest campaign, netted a load of butterflies to let loose and then slapped a cute blues track over it all - leaving you wanting more.
Oh, and they also cast some beautiful people to wear the clothes/butterflies - Charlotte Free is gorgeous.
So maybe having a heart is kinda cool now? Maybe.
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