NEW LOUIS VUITTON AD FEATURE BONO AND HIS WIFE

THE LATEST IN THE BEAUTIFUL LOUIS VUITTON AD CAMPAIGN SHOT BY ANNIE LEIBIVITZ FEATURES U2 FRONTMAN BONO (AKA PAUL HEWSON) AND HIS WIFE, ALI HEWSON. WWD SAYS THAT THIS 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. VUITTON PARENT COMPANY OWNS 49% STAKE IN THE COMPANY. IN THE NEW AD, ALI HEWSON CARRIES A NEW HANDBAG THAT WAS A JOINT PROJECT BETWEEN EDUN AND VUITTON AND HAS A SPECIAL CHARM THAT IS THE FRENCH LUXURY FIRM'S FIRST MADE IN AFRICA PRODUCT. PROCEEDS FROM THE BAG WILL GO TO TECHNOSERVE, A NONGOVERNMENTAL ORGANIZATION, WHICH SUPPORTS SUSTAINABLE FARMING IN AFRICA. THE AD SHOWS THE PAIR LEAVING A PLANE WITH A SOUTH AFRICAN LANDSCAPE AS A BACKDROP AND CARRIES THE TAGLINE 'EVERY JOURNEY BEGAN IN AFRICA'. THEY DONATED THEIR FEES TO TECHNOSERVE, CONSERVATION COTTON INITIATIVE AND CHERNOBYL CHILDREN'S PROJECT INTERNATIONAL. PREVIOUS ADS HAVE FEATURED MIKHAIL GORBACHEV, KEITH RICHARDS, JOHN GLENN, SALLY RIDE AND CATHERINE DENUEVE AMONG OTHERS.