EDUN was born when two passions collided — a love of beautiful clothes and a desire to create change. It is this story of duality and transformation that is the inspiration behind photographer Ryan McGinley’s new series of studio portraits for EDUN’s debut campaign.

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.

The creative re-wiring of African craftsmanship is revealed in the artisanal handwork of a crocheted vest and shorts, while a laser cut blouse displays the use of highly sophisticated modern technology in the design process.

Stripping back all but a few key pieces from the fashion collection McGinley’s imagery conveys the unconventional beauty and free spirit at the core of EDUN’s brand communication for 2012.

A sequence of short “blink videos” directed by McGinley will be released in tandem with the studio photography, bringing the portraits to life and adding a dynamic multi-media element to the campaign imagery.

EDUN’s Beautiful Rebels are Bradley, Charlotte, David, Dempsey, Ehren, and Herieth.

No butterflies were harmed during the making of this campaign