S/S 12 Campaign

Photographer Ryan McGinley’s new series of studio portraits for EDUN’s debut campaign ‘Beautiful Rebels’ combines a love of beautiful clothing and the desire to create change. It is this story of duality and transformation that is the inspiration behind the images. A global symbol of beauty and transformation, six species of butterfly – all indigenous to Africa – unify the diverse cast of young rebels. Powdered wings trace the outline of tattoos, tiny legs balance on fingers and shoulders; nature and skin become one in these transformative scenes of passion, playfulness and poetic contemplation.

Creative Direction
Jefferson Hack

Art Direction
Christopher Simmonds

Ryan McGinley

Bradley, Charlotte, David, Dempsey, Ehren and Herieth