Bono and Ali Hewson in Louis Vuitton campaign

Louis Vuitton has teamed up with ethical fashion line Edun, fronted by U2 lead singer Bono and his wife Ali Hewson, in a print advertisement shot by photographer Annie Leibovitz. Bono and Alison are shown emerging from a small plane on an African grassland, with the tag line, “Every Journey Begins in Africa”. Instead of Vuitton, the two wear Edun, the ethical clothing label they founded in 2005 to encourage trade with Africa, and in which LVMH took a 49 percent stake last year. Hewson carries a handbag co-designed by Edun and Vuitton that comes dangling with a special charm, Louis Vuitton’s first made-in-Africa product.

Bono and Ali Hewson in Edun/Louis Vuitton print advertisement

The ad coincides with Paris Fashion Week’s Africa Rising Exhibition, where contemporary African art will be sold alongside Edun’s Spring collection.

Click on the image below to play the behind-the-scenes video.

Bono and Ali Hewson donated their appearance fees to TechnoServe, a nongovernmental organization that fosters enterprise in the developing world, Conservation Cotton Initiative, which supports sustainable farming in Africa, and Chernobyl Children’s Project International. Proceeds from sales of the co-designed bag will go to TechnoServe and the Cotton Initiative.

The story of the campaign will be on The Heart of Africa on from September 13.


The photo is by Annie Leibovitz.

Filming was shot by director Frédéric Guelaff via Novoprod with photographer Kevin Ito, editor Frédéric Noel, composer Mathieu Baillot. The interactive campaign was developed at Ogilvy Interactive. The making of film is by Barbara Leibovitz.