The World’s Greatest…

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Muhammad Ali may be known for his professional boxing skills, his philanthropy and his activism. But now he can also add fashion star to that list. The sports legend is the new face for Louis Vuitton’s Core Values campaign.

The campaign was photographed by Annie Liebovitz at the boxing champion’s home and also stars his grandson.

The heavyweight boxing champion was chosen by the luxury fashion brand for his vibrant personality; Yves Carcelle, LV CEO and chairman had this to say about the campaign “We are honoured he agreed to be photographed…and delighted with the way this beautiful portrait [of the champion and his grandson] captures the idea of transmission, which is of great significance to Louis Vuitton.”

The Core Values campaign runs alongside the seasonal fashion campaigns of the brand and features the timeless elegance of Louis Vuitton in real situations with ‘real’ people rather than models. Previous campaigns feature Angelina Jolie in Cambodia, Bono and his wife in Africa, Sean Connery on a beach in the Bahamas and astronauts Buzz Aldrin, Jim Lovell and Sally Ride.