Diane Alter – Fourth Estate Cooperative Reporter
Paris, France (4E) – Luxury goods company Louis Vuitton has a fresh face for its new Core Values campaign. Featured is heavyweight boxing champion Muhammad Ali.
Famed American photographer and Vuitton regular Anne Leibovitz did the shoot, highlighting the 70-year-old icon with one of his grandsons at his Arizona home.
One classic photo includes Ali with a Louis Vuitton travel bag resting at his side as he looks towards his grandson who is wearing a pair of boxing gloves and displays the look of a fighter about to enter the ring.
The campaign carries the text, “Some stars show you the way.”
The brand’s top executives made the decision to feature Ali. Other celebrities who have appeared in Vuitton’s Core Values campaign include such high profile stars as Angelina Jolie, Bono and Mikhail Gorbachev.
The latest images will be seen in international press titles starting Friday.