Trendspotting: Unexpected Models

Have people become very jaded about fashion ad campaigns?  The surest way to get attention for fashion brands these days seems to be to use the "aww" factor in your photo shoot...

Chinese clothing shop owner Liu Xianping was being aided by her 72 year old grandfather when she was putting together her collection for the upcoming season.  He started giving styling advice and one thing led to another and he ended starring as the model for her website.  He works those looks.  The story went viral internationally and sales of her shop, Yuekou increased by 5 times.

Following on the heels of Choupette Lagerfeld and the Algonquin Hotel fashion show, Juicy Couture cast frisky felines as the stars of their accessories campaign.  Cute? Yup. Am I worried about allergies when I try them on? A little.

Cats are every bit the divas that their human counterparts are...Check out the hilarious outtakes reel: 

Eco-friendly collection EDUN by Ali Hewson had birds as the co-stars for their Fall 2012 campaign.  This is less "aww" than Hitchcock nightmare for me though.  While they are beautiful, some of the images of the birds in flight with the models looking perplexed just look like it was a better idea in theory than execution. See the full campaign here.

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NY FASHION WEEK: EDUN Spring 2013

Eco-friendly fashion has come a long way.  The Edun Spring 2013 fashion show at Moynihan station at Penn Station was proof of that.  This collection was one of NY Fashion Week's most sought after tickets.

Most people think green fashion is boring, uncomfortable, or just a burlap sack.  The runway from Edun (founded by U2's Bono and wife Ali Hewson)  showed quite the opposite.  There were cute, edgy dresses in sexy silhouettes.  Straps, urban prints, florals, pieced patchwork and zipper details made a graphic statement.  A pop of bright orange reflected the sun outside.  There was also a fashion forward utilitarian direction.  The workhorse staple of the cargo pant becomes a fashion must-have when redesigned with sheer fabrics or shine.  Fatigue pieces are embellished with broderie-anglaise.

This label was created as a project to encourage trade with Africa.  Ancient African techniques of mud dying from Mali was used on the cotton and silk fabrics for the show.  While it wasn't practical to create the entire collection in Africa,  the most impressive pieces were.  The program for the show highlighted specifically which looks were created in Africa so guests could see what the continent was capable of.  Along with 46664 Fashion, Africa may yet be a global fashion capital...

Celebrities in attendance included Alicia Keys, Gina Gershon and many top editors.  Edun treated guests to some earthy treats courtesy of Breezy Hill Orchards.  The popular farm (known for fresh baked goods from their apples at farmers markets) was on hand to serve up ice cold cider and doughnuts. 

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Edun's Eco-Chic Party for the Boys

Edun clothing founder Ali Hewson (sans partner/husband Bono) was on hand at Bloomingdale's to introduce the pre-Fall collection for the Men's line Wednesday. The relaxed, stylish collection had super-soft organic cotton tees, dyed with vegetable pigments. Natural linen shirt and pants had a casual chic, washed leather jackets were covet-worthy.

Of course it is not just about the clothes. The Hewson family is as famous for their philanthropic achievements as their fashion and music ones. The brand invests in community-based projects in Uganda and Kenya that focus on the environment, health care and education. Edun also aims to raise the fashion industry's awareness of Africa and the business opportunities there.

Early shoppers took home a limited edition t-shirt for Breakdance Project Uganda. The organization works to bring positive change in a community through dance. Dance bridges the gap between races, tribes, religion, classes and builds self-esteem. Locally, the Rock Steady Crew performed for party guests to the beats of DJ Crazy Legs and Tony Touch.

Photos by Mariana L.

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