Louis Vuitton has tapped a new icon to feature in its ‘Core Values’ campaign. Three-time world heavyweight boxing champion, Muhammad Ali has joined the cult fashion brand.
Photo: Muhammad Ali and his grandson in the ‘Core Values’ campaign,
from fashionetc.com

He was photographed by Annie Leibovitz, a photographer who has recently made a creative photo session for Macallan whiskey brand. The boxer was captured at his home in Arizona with one of his grandsons who wears a pair of boxing gloves. The tagline of the new campaign reads: ‘Some stars show you the way. Muhammad Ali and a rising star. Phoenix, Arizona.’

“Muhammad Ali is the epitome of an outstanding personality—a true living legend in boxing and far beyond,» Yves Carcelle, Chairman and CEO of Louis Vuitton, said in a statement.

“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.»

Core Values has been running for years alongside Louis Vuitton seasonal campaigns and celebrates Vuitton’s timeless classics worn by iconic people. Other celebrities who participated in the Core Values campaign include actress Angelina Jolie, film director Sofia Coppola and her father Francis Ford Coppola, U2 frontman Bono and his wife Ali Hewson, actor Sean Connery and former President of the Soviet Union Mikhail Gorbachev.