Notably the U2 couple are not wearing Louis Vuitton but Edun instead. Last year LVMH acquired a 49 per cent stake in the ethical apparel line founded by Bono and Hewson in 2005. The line advocates ethical, organic and green living.
The campaign, carrying the tagline ‘Every journey begins in Africa’, coincides with the 'Africa rising' exhibition held during Paris Fashion Week. Bono and Hewson will be donating their appearance fees for the campaign to the wide network of organisations representing developing countries.
The campaign will activiate fully through Louisvuittonjourneys.com next week.
The project is part of Louis Vuitton’s long-running ‘Core values’ campaign which has featured global stars like Sean Connery and most recently football legends Pelé, Diego Maradona and Zinedine Zidane in the past.
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