News & Trends: Ali Hewson and U2-vocalist Bono are the founders of Edun, a for-profit fashion brand with a mission to encourage trade with Africa and raise awareness of the possibilities there. They have partnered with Louis Vuitton's Core Values advertising campaign, set in Africa and photographed by the legendary Annie Leibowitz.
Antoine Arnault, head of communications at Louis Vuitton says, "We are delighted that both Ali and Bono, who have never before participated in an advertising campaign, agreed to be photographed for Core Values. We are very proud of our association with Edun."
"We want Edun to be a success because the more it grows, the more we can do on the ground," says Edun founder Ali Hewson.
U2-vocalist and activist Bono adds, "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."
The beautifully shot ad captures Bono and Hewson strolling through Africa, wearing Edun clothing. Ali is carrying the collaboration bag, a brown Keepall 45 in Louis Vuitton's embossed Monogram Révélation leather and a Monogram charm hand-crafted in Kenya by Made, a fair-trade fashion accessory company which strives to provide employment and promote ethical trade in Africa.
Proceeds from the Louis Vuitton/Edun collaboration bag will go to TechnoServe in Africa for the Conservation Cotton Initiative and related programs, and Bono and Hewson have donated their fee for the shoot to the cause as well.