For the latest Louis Vuitton Core Values advertising campaign Annie Leibovitz photographed U2 frontman Bono and his wife, Ali Hewson – founders of the ethical fashion line Edun. The ad – “Every Journey Begins in Africa” – features the humanitarian duo arriving in an African grassland. The ad release coincided with Paris Fashion Week’s Africa Rising Exhibition, where contemporary African art was sold alongside Edun’s Spring collection. Both Bono and Hewson donated their appearance fee to charity organizations that promote growth in developing countries. A portion of the profits from their new co-designed LV bag will also go to charity

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Here is the behind the scenes video: