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EAST OF EDUN: The photo of Bono on the cover of Black Book’s October/November issue is notable both for what the U2 frontman isn’t wearing and for what he is. The purple fabric swathing his head was made by Edun, the new fair-trade fashion label Bono founded in partnership with designer Rogan Gregory. Edun’s apparel line will debut next year, with pieces ranging in price from $50 to $250.
As for what Bono isn’t wearing, that would be his trademark oversized shades. “He said, ‘This is the first time anybody will be seeing me without my sunglasses in 15 years,’” recalled Black Book editor in chief Evan Schindler. As part of the issue’s “Face-to-Face” theme, Schindler arranged for Bono and supermodel Helena Christensen, who are old friends, to meet in the south of France, where U2 was recording its new album, and take pictures of each other wearing Edun. In the margins of the resulting photos Bono painted lyrics from the album for an overall effect that’s one part art, two parts self-promotion. — Jeff Bercovici
from wwd
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