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Ali Hewson & U2’s Bono in Louis Vuitton’s Core Values Campaign


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Founders of EdunAli Hewson and U2’s Bono were photographed in Louis Vuitton’s Core Values Campaign.

The photography shows both Ali and Bono venturing through an unknown setting in Africa, portraying their relationship with the country. They have both been activists who promote the fight against poverty and in 2005, founded Edun, an ethical clothing label to promote trade with Africa while encouraging businesses to consider business there.  In 2009, LVMH, acquired a 49% stake in the ethical clothing line, in hopes to further promote more the brand’s vision of responsible trade.

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Ali carries a Louis Vuitton/Edun collaboration bag, which is a brown Keepall 45 in Louis Vuitton’s embossed Monogram Révélation leather. A Monogram charm hand-crafted in Kenya by Made, a fair-trade fashion accessory company which has partnered with Edun in the past is determined to provide employment as well as  ethical trade in Africa.  This charm as well as the Monogram Révélation bag have “Every journey began in Africa.” in scripted on them.  As well, Bono carries a water resistant Keepall Travel Bag in the Monogram canvas.

The Louis Vuitton/Edun collaboration bag proceeds will go to TechnoServe in Africa for the Conservation Cotton Initiative as well as other related programs. Alongside, Ali and Bono‘s fee for the shoot will contribute to both TechnoServe in Africa for the Conservation Cotton Initiative as well as other related programs and Chernobyl Children International.

Image Layout: Feesh

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