Bono and Ali Hewson Star in Latest Louis Vuitton Ads Campaign
Most designer campaigns are a showcase for the brand, with models and celebrities clad head-to-toe in the label's latest designs. Not so for Louis Vuitton.
The latest Louis Vuitton ad campaign has just been revealed and it highlights more than the French fashion house's new collection. Bono and his wife Ali Hewson star in the ad wearing designs by Edun, Hewson's ethical fashion line. The couple is carrying leather holdalls; Ali's being collaboration between the two fashion brands. They both wears Hewson's ethical label Edun and carry limited-edition bags they co-designed with the French megabrand.
The image, shot by celebrated US portrait photographer Annie Leibovitz in Africa, show the U2 frontman and his fashion designer wife stepping off a small plane. Last year, LVMH took a 49% stake in Edun and are using this ad campaign to raise its status.
And now they have joined forces to create a limited-edition version of the Louis Vuitton's monogrammed Keepall 45 - carried by both Bono and Hewson in the new image.
Each bag boasts a hand crafted charm created in Kenya for fairtrade jewellery label MADE, as well as a plaque with the inscription 'Every journey began in Africa.'
Bono said: 'Ali has worked hard to build Edun from scratch, and thanks to LVMH's commercial muscle and support, this fledgling company can go from strength to strength - which means increased business for our partners in developing countries.'
Hewson added: 'We want Edun to be a success because the more it grows, the more we can do on the ground.'
And their enthusiasm is mirrored at Louis Vuitton. Antoine Arnault, Head of Communications, said: 'We are delighted that both Ali and Bono, who have never before participated in an advertising campaign, agreed to be photographed for Core Values. We are very proud of our association with Edun.'
Bono and Hewson are the latest in an illustrious line of stars to participate in the Core Values series of images. Catherine Deneuve, Mikhail Gorbachev and Sean Connery have all posed for the campaign, as well as Francis Ford Coppola with his daughter Sofia, and Andre Agassi with wife Steffi Graf.
The project has enjoyed huge success since its launch in 2007. As well as raising the awareness of climate change, it has won acclaim and awards from the advertising industry.
'This is a good example of how a business can be innovative and successful and at the same time environmentally responsible' said Al Gore of the project.
Both Bono and Hewson donated their appearance fee to charity organizations that promote growth in developing countries. A portion of the profits from their new co-designed LV bag will also go to charities.
This is Bono and wife Ali Hewson first commercial ad appearance in the Louis Vuitton Core Values campaign, also it is the first time that Bono has appeared in an ad without his U2 bandmates. It's also the first time that a label other than Vuitton is getting a fashion credit, the pair are wearing their own clothing line, Edun, a line of ethical fashion.
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