Edun’s Bono and Ali Hewson in Louis Vuitton Ad

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.

Another trivia: It’s the first time that 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.