The Celebrity Truth

Rolling Stones guitarist and rock-and-roll bad boy Keith Richards is to become the new face of luxury fashion brand Louis Vuitton.

Richards joins a long list of famous faces who have previously represented the French fashion house, including former Russian leader Mikhail Gorbachev, Scarlett Johansson and Uma Thurman.

The advertisement, which is the 64-year-old rocker’s first-ever advertising campaign, shows Richards cradling his guitar on a hotel-room bed, with the light partly obscured by skull-print black drapes.

"Some journeys cannot be put into words. New York. 3am. Blues in C," runs the slogan.

Richards says he plans to donate the money he received for the ad campaign to the Climate Project, which was launched by Nobel-winning former US vice-president Al Gore and backed by Louis Vuitton.

Renowned US photographer Annie Leibovitz shot the campaign, which is due to appear in magazines next month.

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Photo courtesy of David LaChapelle. 

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