LVMH Backs Bono's Edun, and the Growing Power of Cultural Creative and Smart Sensuality Brands

Edun OnlineBernard Arnault has made good on his comments that LVMH recognizes the need to invest in a Cultural Creative (my word) fashion company.

Representing the global, prestige powerhouse LVMH, Arnault was wasn’t kidding when he told the WSJ that he was considering an investment in a company with ecological and ethical goals, founded by a global celebrity. (See AC: Bernard Arnault: A Modern Tastemaker Exploring Our Cultural Creative Future, March 9, 2009)

This week LVMH announced their intention to take a minority (but nearly 50%, according to the WSJ) stake in Edun, the ecological and ethical fashion start-up launched by Bono and his wife Hewson and founded on fair trade practices.

While the obvious benefit is to Edun, allowing it to expand further by giving it access to the marketing, management and production resources of the world’s largest luxury-goods firm, I believe the benefits will be more synergistic.

Introducing Edun in 2006

Edun will be managed by Mark Weber, head of Donna Karan International, another LVMH brand.

Having ties into the Cultural Creative community via Bono’s massive network can only help LVMH develop a positive strategy for dealing with the increasingly important Cultural Creative marketplace, led by Smart Sensuality women.

Donna Karan herself has enlightened insights into how to build new brands for Smart Sensuality women, brands with bona fide policies and values that extend beyond the Smart Sensuality positioning — but not practices (meaning Donna Karan brand is not ‘green’; I doubt fair trade, but I don’t know).

Now I’ll really shoot from the hip, saying that I can see LMVH’s Donna Karan brand evolving in a more Stella McCartney, Smart Sensuality direction.

Bottom line, this is a good move for all concerned and total confirmation of the growing influence and importance of Smart Sensuality, Cultural Creative brands. Anne

More reading:Smart Sensuality Women Must Embrace Fair Trade Eco Values in America

Donna Karan: The Iconic Sense & Sensibility Woman (pre name change to Smart Sensuality)

Stella McCartney’s Sexy, Womanly Collection for Green Cultural Creatives