BONO and Ali Hewson are the latest stars to feature in Louis Vuitton’s Core Values campaign. Shot by Annie Leibovitz in Africa, the couple are featured wearing Hewson’s ethical label Edun accessorised with a collaborative Louis Vuitton bag.

“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,” says Bono.

The new, jointly designed bag is embossed with the Louis Vuitton’s monogram and accessorised with a hand crafted charm created in Kenya for MADE. All proceeds from the sale of the piece, along with Ali and Bono’s fee for the shoot, will go to Technoserve in Africa for the Conservation Cotton Initiative and to the Chernobyl Children International.

“We want Edun to be a success because the more it grows, the more we can do on the ground,” says Hewson.

LVMH bought a 49 per cent of Edun in 2009

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