Keith Richards Rules Out Age on Louis Vuitton Ads

Wrinkled but not near to retiring yet, Keith Richards of The Rolling Stones has been made the new face of Louis Vuitton. The rocker will appear in the famous brand's ads, posing with his guitar on a bed with a luxurious Louis Vuitton luggage beside him.

His face spread all over British newspapers on Tuesday, March 4 and a Billboard in London. The caption underneath the photo reads, "Some journeys cannot be put into words. New York. 3 am. Blues in C." World-renown photographer Annie Liebovitz who previously shot Queen Elizabeth II, was the photographer of the campaign.

"Keith Richards is timeless and ageless," said Rita Clifton, who heads the U.K. division of Interbrand. "He's lived his life on the edge, but he's not a sleaze bag. He's lean and mean and he's still current." It will be the first time Richards has ever lent himself for an ad campaign. He, reportedly will donate the salary he got from the modeling to Climate Project that is co-sponsored by Louis Vuitton.

According to Antoine Arnault, Vuitton's head of communications, the campaign will run in magazines throughout March. Arnault also said the ads are meant to promote Vuitton's heritage in luggage and win back older customers that lost interest as the brand became more fashion-oriented.

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