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Ryan McGinley’s Beautiful Rebels on Nowness.com.

FROM NOWNESS.COM
The Celebrated Artist Reveals the Unexpected Magic of Shooting his Butterfly Film For Edun

Six species of African butterflies flutter about the tattooed torso of Bradley Soileau and the candy floss-colored hair of Charlotte Free in artist Ryan McGinley’s dynamic video portraits for Edun’s Spring 2012 campaign. Set to the soulful gospel of “If I Had A Little Love” by the Majestic Arrows, McGinley’s playful scenes of butterflies decorating the fingers, shoulders and cheekbones of a luminous cast of young models are punctuated with key pieces from the collection, such as a hand-crocheted pair of shorts or a laser-cut blouse. “I was interested in how the body could reveal the butterfly,” explains McGinley, “how it could fly out of the models’ mouths, hands or pants in its unfurling glory.” With Creative Director Sharon Wauchob preparing to send her fourth collection for Edun down the New York runway, the fashion house is establishing itself as an important voice in contemporary design. Founded by Ali Hewson and Bono in 2005, the brand’s commitment to sustainable fashion through trade and community building initiatives in countries including Uganda, Kenya and Nairobi is an inspiration for the fashion industry on the positive change it can make. Here McGinley speaks to NOWNESS about casting butterflies and other free spirits for Edun’s debut advertising campaign.