Celebrity photographer Annie Leibovitz photographed U2 frontman Bono and his wife, Ali Hewson – founders of the ethical fashion line Edun – for the latest Louis Vuitton Core Values advertising campaign.

The ad which reads "Every Journey Begins in Africa", features the humanitarian duo arriving in an African grassland.

This is the first time Bono has appeared in a commercial without his musical bandmates. This is also the first time another brand has graced Louis Vuitton's ads with Bono and his wife wearing their own ethical fashion label Edun.  

Louis Vuitton's parent company LVMH has a 49% stake in Edun.

The ad coincides with Paris Fashion Week’s Africa Rising Exhibition, where contemporary African art will be sold alongside Edun’s Spring collection.

Both Bono and Hewson donated their appearance fee to charity organizations that promote growth in developing countries. A portion of the profits from their new co-designed LV bag will also go to charity.