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Angelina Jolie for Louis Vuitton

16 June 2011

Angelina Jolie is the latest celebrity to be photographed by Annie Leibovitz for Louis Vuitton’s Core Values advertising campaign.

The visuals and associated video shorts which start appearing on international titles and online from the middle of June onwards, were shot in Cambodia, a country with which the actress has close emotional ties.

She travelled there for the first time in 2000 to film Lara Croft: Tomb Raider, and was overwhelmed by the beauty of its landscapes and the warmth and generosity of its people.

She returned to Cambodia in her role as a United Nations High Commissioner for Refugees Goodwill Ambassador, raising awareness of the dangers of landmines, and subsequently adopted her eldest son Maddox from a Cambodian orphanage. In 2005, she was awarded Cambodian citizenship by King Norodom Sihamoni for her humanitarian and conservation work in the country through the Maddox Jolie-Pitt Foundation, which she established in 2003.

The campaign is expected to run for at least 18 months alongside a few other recent "core values" personalities, including Bono and Sean Connery. Louis Vuitton introduced the advertising concept in 2007 as a way to trumpet its travel roots and showcase its perennial monogrammed leather goods as a balance to its fashion-driven marketing — and to reach a broader audience. Other personalities who have posed for Vuitton include Mikhail Gorbachev, Keith Richards and Catherine Deneuve.

The Core Values campaign pictures Angelina Jolie sitting barefoot in a traditional wooden boat in the luxuriant, watery landscape of Siem Reap province. Next to her is a vintage Louis Vuitton Alto holdall in Monogram canvas, a bag the actress has owned and loved for many years.

The tagline reads: “A single journey can change the course of a life. Cambodia, May 2011.”

Having described her first encounter with Cambodia as a life-changing experience, Angelina Jolie agreed to be photographed there for Louis Vuitton.

Pietro Beccari, Louis Vuitton Executive Vice President, Marketing and Communications, comments: "We are honoured that Angelina Jolie agreed to participate in our Core Values campaign, whose central theme of travel as both a physical and emotional journey is one with which she can personally identify."

Angelina Jolie is a global star in every sense – not only in her career as an actress, but also in her long-term commitment to international humanitarian issues."

Angelina Jolie’s fees for this campaign will be donated to charity.

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