Louis Vuitton Core Values Campaign

>> Angelina Jolie is reportedly set to be a face of Louis Vuitton; the print-only campaign is expected to be shot by Annie Leibovitz in the next couple of weeks and is said to be launched globally — in print only — this Summer.

According to a source familiar with the deal, E! reports, Jolie will be paid "close to $10 million" for the endorsement, believed to be the most lucrative of her career. A Louis Vuitton rep had no comment on the matter, but this campaign sounds like the newest edition of Vuitton's Core Values series, which Leibovitz has always photographed (Whereas for the past number of seasons, Steven Meisel has shot the collection campaign. Rumors have already swirled that he captured six models for the upcoming Fall 2011 Vuitton campaign.).

>> Is Edun Being Melded into the "Stella McCartney of LVMH"? —Bono and Ali Hewson have been cast in the newest Louis Vuitton Core Values campaign — and they're wearing clothes from Edun, the ethical clothing label they founded (and of which LVMH owns nearly 50 percent), marking the first time Vuitton has credited another fashion label in its ads. Hewson is pictured carrying a bag co-designed by Edun and Vuitton, notable as the Core Values campaigns historically highlight monogrammed Vuitton bags and luggage. After Edun recently reported losses, it seems like LVMH is ready to push hard for profit — particularly because the conglomerate is rumored to be molding the brand into their counterpart of PPR's socially conscious Stella McCartney label. Antoine Arnault, Vuitton's director of communications, explained that Edun's presence in a Vuitton campaign would give the small brand major international exposure. [WWD, Fashionista]