KEY POINTS:
Louis Vuitton is famous for choosing celebrities to represent their luxury luggage line.
Recent hawkers of the Vuitton brand include screen icon Catherine Deneuve, US actresses Scarlett Johansson and Uma Thurman, supermodels Naomi Campbell and Claudia Schiffer and even former Russian leader Mikhail Gorbachev.
But the new face of the brand named today is sure to raise some eyebrows.
Rolling Stones guitarist Keith Richards will appear in a print ad campaign shot by US photographer Annie Leibovitz from next month.
The ad features Richards sitting on a bed strumming a guitar in a hotel suite. The leather jacket, untidy hair, kohl-lined eyes and deep wrinkles which make Richards so recognisable are present. There has been no tidying up for this rock-and-roll bad boy.
The ad has also been unveiled as a billboard on New Bond Street in London and can be seen on the the label's website.
Antoine Arnault, Vuitton's head of communications, is thrilled.
"We thought it was important to continue with someone unexpected," Arnault told Women's Wear Daily.
"I think when people are flipping through a magazine, this will stop them."
