The latest campaign from Louis Vuitton features a lot more than a clothing collection.
The new ad, which stars U2 frontman Bono and his wife Ali Hewson, doesn't showcase designs from the French label though.
Instead, the couple are wearing items from Edun, the ethical fashion line they founded in 2005.
The picture shows husband and wife arriving on an African plain accompanied with the tagline 'Every journey begins in Africa'.
Last year, Louis Vuitton's parent company LVMH took a 49 per cent stake in Edun, and it is hoped the campaign will give the label international exposure.
In the picture, Ali is carrying a bag co-designed by Edun and Louis Vuitton that comes with a special charm – the French firm's first made in Africa product.
Photo: © Louis Vuitton