Rock The Look

Bono and Ali Hewson launch Edun at Harvey Nichols

Rock God Bono took a back seat at the launch of ethical clothing label Edun at the Harvey Nichols Fifth Floor café in London last week. Instead it was his wife, Ali Hewson, who stepped into the limelight to promote her fabulous fair trade fashion line, created with hot New York designer Rogan Gregory.

The new-season collection was on show on the night, featuring sheer bow blouses and cute cropped jackets, which, without doubt, hit the button. Hewson explained: ‘People now want to both look good and feel good about what they are wearing. All the celebrities want to use their position to promote the product and the ethical clothing brand.’ And to reinforce that message, the A-list couple’s celeb pals were out in force to support them – Pierce Brosnan, Natalie Imbruglia, Kim Cattrall and Thandie Newton were just some of the VIPs who’d brushed off their glad rags to attend the starry event. And with pink champagne and Cosmopolitans on tap with a steady flow of salmon sushi canapés, it was undoubtedly the hot ticket of the night.

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