Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

or
clock menu more-arrow no yes

Filed under:

Bono & Ali Hewson Can't Move Own Merch, Try to Sell Vuitton's

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

U2 frontman Bono and his activist wife Ali Hewson may not be able to sell their own brand of clothing, but that doesn't mean that they can't sell someone else's. At least, that seems to be what Louis Vuitton is hoping. The company has tapped the couple to appear in an upcoming "Core Values" campaign—and what's really weird is that while they're ostensibly attempting to shift some LV merch, Bono and Hewson appear in the ad wearing clothes from their own failing label, Edun.

(Wait for it—the mixed messages and confusion don't end there...)

Featuring a tag line, "Every journey begins in Africa," the ads show the couple disembarking a plane in South Africa. "When they go to Africa, they don’t go to see the beautiful landscapes: They’re there to help people," LVMH director of communications Antoine Arnault told WWD. "Theirs is a for-profit company."
· Bono, Hewson to appear in LVMH campaign [WWD]