Angelina Jolie for Louis Vuitton ‘Core Values’ Campaign

Submitted by on Tuesday, 14 June 2011 | No Comment

Whether you look upon Angelina Jolie with delight or dislike (Team Aniston, anybody?), there is no denying that she is obscenely beautiful. This beauty has been the centre of speculation for months as to whether she would be the new face of Louis Vuitton – and it has now been revealed that she is!

A sneak preview of Jolie’s first advert was unveiled yesterday, as part of the brand’s new Core Values campaign. Shot in Cambodia by Annie Leibovitz, the ad features a makeup-less, bare foot Jolie sitting cross-legged in a wooden boat clutching her own six-year-old monogrammed Alto bag.

Angelina Jolie as the new face for Louis Vuitton Core Values campain

Angelina Jolie for Louis Vuitton. Photo: Louis Vuitton/Annie Leibovitz

Core Values aims to reach a wider audience by focusing less on fashion and more on classic Vuitton ideas such as travel and craftsmanship, and has featured a whole host of celebrities in countries of personal interest; most recently featuring U2 frontman Bono in Africa, where he has long campaigned for the fight against extreme poverty.

Jolie is renowned for promoting humanitarian causes, and Cambodia seemed a natural choice for the American actress. After falling in love with the country after filming ‘Lara Croft: Tomb Raider’ there, she later adopted her son Maddox and established a foundation there to aid community development.

The company’s executive vice-president Pietro Beccari has said, “People are not used to seeing Angelina in this situation. I like the fact that it’s a real moment. This travel message we give through personal journeys is a fundamental one for the brand. This campaign is about a very special person and a very special journey”.

The advert will officially debut in the International Herald Tribune on Wednesday (15 June), and expected to run for 18 months. It has been rumoured that she will be taking home a sum of around $10 million for the campaign, and in true Jolie-fashion, will be donating a pretty hefty slice of that to charity.


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