U2 frontman Bono and his wife Ali Hewson are the faces of the latest Louis Vuitton Core Values campaign. They are shot against a majestic South African backdrop.
Annie Leibovitz shot the advertisement which is groundbreaking in more ways than one. It’s the first time Bono has appeared in a commercial without his musical bandmates, and with the duo wearing their own ethical fashion label Edun it’s the first time another brand has graced the ads. It’s not a complete departure though, as Louis Vuitton’s parent company LVMH has a 49% stake in Edun.
I love Ali Hewson’s handbag, which is actually a joint collaboration between Edun and Louis Vuitton. It is the French fashion house’s first purse to be made in Africa, and proceeds from its sales benefit TechnoServe and the Conservation Cotton Initiative.
The ever-altruistic Hewsons also donated their fees to TechnoServe, the Conservation Cotton Initiative, and Chernobyl Children’s Project International.
I love this shift to fashion with a conscience. Seeing major players like Louis Vuitton jumping on board is only further evidence that the tide is turning.
