Keith Richards models for Louis Vuitton! In case you’re not into rock’n’roll, Keith Richards is a Rolling Stones member with heavy drug history and carrying the honorable age of 64 years. Not that it would be an age matter, or chemical substance abuse, but I really don’t see the bottom line of this campaign.

Shot by Annie Leibovitz (she has an eye for legends, right?) with a heavy slogan (“Some journeys cannot be put into words. New York. 3am. Blues in C”) and noble ending (Keith Richards plans to donate the advertising fee for the Climate Project), the Louis Vuitton – Keith Richards campaign is set to shock! At least that’s the message from Antoine Arnault (Vuitton’s head of communications) : “I think when people are flipping through a magazine, this will stop them.”