Louis Vuitton has unveiled its new face of the Core Values campaign, breaking from the fashion house’s typical relationship with actors and musicians. This year, Louis Vuitton has hired Muhammad Ali.
Launching on June 15, the international campaign was photographed by Annie Leibovitz, and sees Muhammad Ali hanging out by the pool with his grandson.
“Muhammad Ali is the epitome of an outstanding personality – a true living legend in boxing and far beyond,” explained Louis Vuitton CEO and chairman Yves Carcelle. “We are honoured that he agreed to be photographed for the Core Values campaign, and delighted with the way this beautiful portrait of the champion and his grandson captures the idea of transmission, which is of great significance to Louis Vuitton.”
Muhammad Ali has now joined the ranks of Angelina Jolie and Bono who’ve fronted the Core Values campaign previously. This time, the tagline reads, “Some stars show you the way. Muhammad Ali is a rising star. Phoenix, Arizona.”
Personally, i could have also got behind “floats like a butterfly, stings like a bee.”
