Photographed by Annie Leibovitz Bono and his wife, Ali Hewson, star the new Louis Vuitton’s “Core Values” ad campaign. For starters, it’s the first time the U2 front man has appeared in an ad without his band, and the first time a label other than Vuitton is getting a fashion credit.

Instead of Vuitton, the two wear Edun, the ethical clothing label they founded in 2005 to encourage trade with Africa, and in which LVMH took a 49 percent stake last year. What’s more, Hewson totes a handbag co-designed by Edun and Vuitton that comes dangling with a special charm that is the French firm’s first made-in-Africa product. (It’s also sold separately.)

The image of Bono and Hewson disembarking from a small airplane in an arid South African vista — with the tag line “Every journey began in Africa” — is slated to break in mid-September in a range of daily newspapers, October magazines and on The collaboration also will dovetail with an event during Paris Fashion Week, when Vuitton and Edun will unveil Africa Rising, a temporary exhibition of contemporary African art along with a showcase for the campaign and Edun’s spring collection. Bono and Hewson are expected to attend.

Antoine Arnault, Vuitton’s director of communications, said Edun’s presence in a Vuitton campaign would give the small brand — and its mission to eradicate poverty through sustainable enterprise in Africa — international exposure.

Bono and Hewson donated their fees to appear in the campaign to TechnoServe, a nongovernmental organization that fosters enterprise in the developing world; Conservation Cotton Initiative, which supports sustainable farming in Africa, and Chernobyl Children’s Project International. Proceeds from sales of the co-designed bag, a keepall style in an embossed, monogram leather, will go to TechnoServe and the Cotton Initiative. The retail price has yet to be finalized.