Louis Vuitton: Bono & Ali Hewson Pose For Annie Leibovitz In Africa
This photo is part of the latest Louis Vuitton Core Values campaign. They are wearing Hewson’s own organic and ethical label Edun, which she created in 2005 and aims to encourage trade in Africa. It is the latest evidence of a love affair between the two brands – last year Louis Vuitton’s parent company LVMH acquired a 49 per cent stake in Edun. 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.’
Bono and his wife are carrying the limited-edition version of the Louis Vuitton’s monogrammed Keepall 45. 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. All proceeds from the sale of the piece, along with the couple’s fee for the shoot, will be donated to Technoserve in Africa for the Conservation Cotton Initiative and to the Chernobyl Children International.
Here’s a video of the shoot: