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Feel your heart flutter to the point of aching when watching the Ryan McGinley Beautiful Rebel short film for the Edun Spring 2012 campaign. Set to the backdrop of the soulful track 'If I Had A Little Love' by the Majestic Arrows, the film lets you witness the delicate and sensual journey of six species of African butterflies as they weave in and out of the mouths, bodies and hair of the diverse group of models. Edun was founded by Ali Hewson and Bono in 2005, and is dedicating its growth to sustainable fashion through trade and community-building initiatives in countries including Uganda, Kenya and Nairobi.
“I was interested in how the body could reveal the butterfly,” explains McGinley about Beautiful Rebels, “how it could fly out of the models’ mouths, hands or pants in its unfurling glory.”
What's Driving This Trend
- Sustainable Fashion
- There is a growing trend toward sustainable fashion and ethical production, which offers opportunities for businesses to incorporate green practices and technologies into their supply chains.
- Innovation in Advertising
- Creative advertising campaigns such as Ryan McGinley's Beautiful Rebels film offer disruption opportunities for businesses to create new and innovative ways of advertising their products and services.
- Incorporating Music
- The use of music in fashion advertising and marketing campaigns is increasing and offers businesses opportunities to collaborate with artists, integrate music as a component of branded content, and monetize the value of music in their marketing strategies.
Who This Affects Most
- Fashion and Apparel
- The fashion and apparel industry can profit by addressing sustainability, ethical production, and by creating innovative advertising campaigns that capture the attention of consumers.
- Music and Entertainment
- Music and entertainment industries have opportunities to collaborate with the fashion and apparel industry and work together to integrate music into fashion marketing campaigns, creating new revenue streams.
- Sustainable Development
- Companies involved in sustainable development projects have opportunities to partner with the fashion and apparel industry to integrate sustainable practices into fashion and apparel supply chains.
