Vuitton finds satisfaction in Keith Richards

By Emily Morgan

March 6, 2008 at 9:38am
Keith Richards
Keith Richards

Keith Richards is the new face of Louis Vuitton.

The 64-year-old Richards appeared in his first fashion endorsement on London billboards on Tuesday. Print ads featuring Richards will hit U.S. magazines in March.

Photographed by Annie Leibovitz, the ad shows a haggard looking Richards sitting in a dimly lit hotel room, with a guitar and a Louis Vuitton luggage case. The caption reads, “Some journeys cannot be put into words.”

The high-end accessories and luggage company has been trying to diversify its advertising in recent years. Antoine Arnault, head of communications at Louis Vuitton, says that its new campaign targets “achievers who changed things.”

Andre Agassi, Steffi Graf, Mikhail Gorbachev and now Richards have been featured in the place of traditional, glamorous models. Earlier ads starred supermodel Gisele Bundchen and actresses Scarlett Johansson, Jennifer Lopez and Uma Thurman.

Arnault spoke about Louis Vuitton’s excitement about signing Richards, saying, “It is hard to imagine a more compelling embodiment of a personal, emotional journey.”

The Rolling Stones guitarist made global headlines in April 2007 when he remarked that he snorted his late father’s ashes, mixed with cocaine. Although he later said his comments were made in jest, the incident spoke to Richard’s reputation as a hard-living, hard-partying rocker.

Richards says he’ll donate his pay for the ad to The Climate Project, the non-profit organization geared toward spreading Al Gore’s message in An Inconvenient Truth.

Louis Vuitton is one of The Climate Project’s major donors, along with other high-profile supporters Jerry Seinfeld, Marc Jacobs International, and Al and Tipper Gore.

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