If you needed a worthy reason to buy yourself a piece of Louis Vuitton luggage, now is the time. In Louis Vuitton’s new Core Values ad campaign, U2’s Bono and wife Ali Hewson — founders of the ethical clothing brand Edun — show off their line, while Ali totes the LV/Edun bag the pair helped design. Special details on the bag include a hand-crafted charm created in Kenua from fair-trade jewellery label MADE, and the inscription “Every journey begins in Africa” on a plaque. All proceeds from the bag will go towards Technoserve in Africa for the Conservation Cotton Initiative, a charity Ali created in 2005. In conjunction with the campaign, a public exhibit entitled “Africa Rising” will be opposite Louis Vuitton’s head offices in Paris, on the rue du Pont-Neu between October 5 – 17, definitely worth checking out if you’re in town.