Daily Archives: September 11, 2010

When LVMH, the elephantine luxury group bought 49 per cent of Edun, the high-minded business-for-Africa-driven fashion line started by a few years ago Bono and his wife Ali Hewson, eyebrows were raised. But judging by the chumminess Ms Hewson and LVMH Inc chief executive Mark Weber were demonstrating backstage before their first show on Saturday (full of designer Sharon Wauchob’s rough-edged crisp white shirts and bloc print silks), the partnership is peachy-keen. Consider the verbal Rodgers/Astaire tango:

“Any company starting out needs an infrastructure, and that’s a lot of what we’ve been providing,” said Mr Weber, standing with Ms Hewson. “All the stuff you don’t really want to think about when you are committed to a mission: human resources, legal issues.”

“We were spending a lot of our time running from one fire to the next, putting them out,” said Ms Hewson. (Translation: LVMH helps with the boring corporate stuff!)