Socially conscious clothing label Edun presented its first collection for pre-fall with recent backing from LVMH Moët Hennessy Louis Vuitton.

As Edun founders Ali Hewson and her husband Bono realized their social messages were taking importance over the actual product, they looked to LVMH to help grow the brand and to put in place new creative and business teams.

“Without great clothes, we don’t have a business, so it’s important to get that end right," Hewson told WWD.

The new focus is evident in the brand's pre-fall collection, showing now in the company's TriBeCa headquarters, along with a capsule collection created for the FIFA World Cup championships next summer. A jeans and T-shirts collection will follow later in the year—made in Africa from organic cotton and including an initiative to support 1,200 families to grow the fibers.

According to sources, Alexander Wang and Sharon Wauchob have been approached to take over as creative director of Edun, an announcement which will formally be made within the season.

[WWD]