Instead of Louis Vuitton, U2 front man Bono and his wife appear in their own ethical clothing line, Edun, in the new ‘Core Values’ ad campaign for Louis Vuitton. Featuring the duo arriving in an African grassland, the ad states that ‘Every journey begins in Africa,’ and is meant to give the small brand, whom LVHM took a 49 percent stake in last year, some international exposure.
The ad coincides with the Africa Rising temporary exhibition where contemporary African art will be sold alongside Edun’s spring collection during Paris Fashion Week. Both Bono and Hewson donated their appearance fees to a slew of organizations that promote growth in developing countries, and portions of the profit from their new co-designed bag will also be donated. Check Out The New Edun Keep All 45 NEXT!
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It comes in a brown colorway with some nice added details. All proceeds of the sale of the bags (the bag goes for 4′900 USD) go to the Conservation Cotton Initiative. CCI advocates the development of eco-friendly, organic cotton farming to improve incomes and increase economic growth.
