Edun x Vuitton for responsible trade

MANILA, Philippines –  Ali Hewson and U2 vocalist Bono  founders of Edun, an ethical clothing label  are photographed by Annie Leibovitz for Louis Vuitton’s Core Values advertising campaign, shot in Africa in March of this year.

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.”

The image, portraying Ali and Bono walking in a vast landscape, reflects the couple’s long relationship with Africa. Both are long-term campaigners in the fight against extreme poverty and in 2005 they founded Edun to encourage trade with Africa and highlight the possibilities for the fashion community to do business there.

In 2009, LVMH, in line with its long-standing commitment to sustainable development, acquired a 49 percent stake in Edun in order to promote the brand’s positive vision of responsible trade. For the Core Values campaign, both Ali and Bono wear Edun clothing.

Ali carries a Louis Vuitton/Edun collaborative bag  a Keepall 45 in Louis Vuitton’s embossed Monogram Révélation leather, whose rich brown colour was especially chosen by Edun.

Bag and charm — Louis Vuitton and Aurore Colibert

The bag is accessorized with 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.

Made regularly partners with Edun. Both the charm and the inside of the Monogram Révélation bag bear a plaque with the inscription “Every journey began in Africa.”

Along with his guitar case, Bono carries a waterproof Keepall travel bag in Monogram canvas. Proceeds from the sale of the Louis Vuitton/Edun collaborative bag, along with Ali and Bono’s fee for the shoot will go to Technoserve in Africa for the Conservation Cotton Initiative and related programs.

Ali and Bono will also donate their fee for the shoot to Chernobyl Children International.

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

U2 vocalist and activist Bono says, “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.”