WWD reports that Bono and his wife, Ali Hewson, star in a new travel themed Louis Vuitton “Core Values” ad campaign. The couple wear items from their eco-friendly Edun ethical clothing line. LVMH purchased a 49% stake in Edun in 2009. The handbag featured in the campaign was co-designed by Edun and Louis Vuitton. Proceeds from the handbags will go to the TechnoServe and the Cotton Initiative charities.
The campaign marks the first time Bono has appeared in an ad without the rest of U2. The ad campaign was photographed by Annie Leibovitz.