Today WWD announced that Sharon Wauchob had been named creative director of Edun. My first reaction was to laugh and think that there had been a mistake, a fundamental misunderstanding. Wauchob is a designer with ambition. She has travelled the fashion ladder slowly but in the past couple of years it has become clear that she could fight her corner with strength and excellence. Her spring 2010 collection was beautiful and embraced a dark romanticism with its skilful embroidered lace, silk and slouchy drapes. I question the logic of these two names joining forces, they’re lengths apart. It is predictable from the Edun angle and definitely suits its agenda but it’s a somewhat unpredictable move for Wauchob. Edun is more about slightly boring ecological and sustainable clothing than inspiring contemporary style, a sort of social experiment with no edge that has not been much in evidence on the hard terrain of the fashion world. Is Wauchob the saviour?