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Rob Minto

Rob Minto is a writer / editor on the FT's emerging markets desk in London. He was previously Head of Interactive, in charge of the multimedia output of FT.com. He has also been Technology correspondent, as well as a news editor, and joined the FT in 2004.

Today’s Edun show, all African-inspired swirly silk prints, safari-tinted earth tones, and touch, bush-wacking-cool clothes, was not only a nice sartorial stride forward for the trade-for-Africa-directed brand, but may be the third leg of an eco/ethical strategy currently being deployed, slightly under the radar, by the brand’s majority shareholder LVMH.

Consider: two days before the Edun collection, Belvedere vodka (one of the LVMH drinks brands) unveiled a new collaboration with (RED), the prevent AIDS-in-Africa charity, consisting of a limited edition (RED) bottle launching at the Grammy’s – the first such initiative ever taken by a drinks brand. Read more