You all know how much I love EDUN, the ethical clothing company that supports African charities and grows jobs on the continent. You all probabaly also know that it is the brainchild of Bono's wife Ali Hewson and that it was bought by LVMH recently.
Well now all of this comes together in the very latest Louis Vuitton ad campaign, with the strap line "every journey begins in Africa."
The most notable element of the campaign is that Bono and Ali are not wearing LV. They are actually wearing all EDUN garments. They are carrying LV luggage, happily so all is not lost.
This was shot on the highveld here in South Afica by Annie Liebowitz, which is incredibly beautiful and hopefully continues to inspire tourism here.
I usually find the U2 front man just turgidly affected. And a little dull. But I have to say that this is something I can get behind. Stylish. Ethical. Beautiful. Supporting Africa. Count me in.
EDUN is available online or at the One&Only Cape Town boutique Neo.