Louis Vuitton charmed the fashion world with an image from its forthcoming campaign titled “Core Values,” paying homage to the transcending career of boxing icon Muhammad Ali. The print advertisement which has been running internationally since 15th June features an iconic image of Muhammad Ali and his Grandson Curtis Muhammad Conway Jr, photographed by famed fashion photographer Annie Leibovitz poolside at his Arizona home. For the purpose of this unique multimedia advertising campaign Louis Vuitton has enlisted the assistance of calligrapher Niels Shoe Meulman and lyricist Yasiin Bey (Mos Def) to debut a specially commissioned digital experience celebrating the concept of Core Values as well as the inspirational words of Muhammad Ali. Watch the visual preview below.
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