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Bono in Edun

Ethical crusader Bono will feature in Louis Vuitton’s new Core Values ad campaign, alongside Ali Hewson, designer of ethical label Edun. The pair were photographed by Annie Leibovitz, both wearing Edun clothing with a Louis Vuitton bag.

Louis Vuitton owns a 49% share in Edun, and the two labels have collaborated on the LV bag featured in the campaign. It is embossed with the LV monogram and accessorized with a handmade Kenyan charm. All profits from the sale of the handbags, and Ali and Bono’s modeling fees, will be donated to Technoserve in Africa for the Conservation Cotton Initiative and to the Chernobyl Children International.

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.’

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