Tanzanian model Herieth Paul stars in Edun's first ever ad campaign, shot by Ryan McGinley.

Paul shares the campaign with six different species of butterflies, all indigenous to Africa, where the brand produces it's clothing and supports local economic growth. Founded nine years ago by U2 singer Bono and his wife Ali Hewson, Edun is a growing- posting double-digit growth each season- for-profit fashion brand focused on increasing trade with Africa. 

Brand co-founder Ali Hewson told WWD "we really wanted to capture the essence of Edun, and of what inspires the brand, which is duality and transformation," concepts vividly echoed in the campaign.

- Damoy McKenzie

Photo credits: TFS