Louis Vuitton has teamed up with ethical fashion line Edun, fronted by U2 lead singer Bono and his wife Ali Hewson, in a print advertisement shot by photographer Annie Leibovitz. Bono and Alison are shown emerging from a small plane on an African grassland, with the tag line, “Every Journey Begins in Africa”. Instead of Vuitton, the two wear Edun, the ethical clothing label they founded in 2005 to encourage trade with Africa.

The ad coincides with Paris Fashion Week’s Africa Rising Exhibition, where contemporary African art will be sold alongside Edun’s Spring collection. Bono and Ali Hewson donated their appearance fees to TechnoServe nongovernmental organization that fosters enterprise in the developing world, Conservation Cotton Initiative, which supports sustainable farming in Africa. The story of the campaign will be on The Heart of Africa on louisvuittonjourneys.com from September 13.