Keith Richards Is The New Face Of Louis Vuitton

March 5, 2008 5:40 a.m. EST

London, England (CNS) - Rocker Keith Richards is the new face of Louis Vuitton. In an unlikely endorsement deal, the Rolling Stones guitarist gets to be the new man of the French luxury fashion brand.

At 64, this is Richards' first-ever advertising campaign. He will be shown cradling his guitar on a bed in a hotel while the slogan reads: "Some journeys cannot be put into words. New York. 3am. Blues in C."

The legendary guitarist says he will donate the money from the ad to the Climate Project, a non-profit organization that aims to increase public awareness of the earth' climate crisis. The organization is also backed by Louis Vuitton.

Annie Leibovitz shot the ad. It is expected to appear in publications next month.