Rolling Stones legend Keith Richards has become the latest face of Louis Vuitton in an advertising campaign for the famous fashion brand.

The 64-year-old has been drafted in to promote the Core Values campaign, selling branded travel luggage and accessories, which promotes the ‘process of self-discovery’ and ‘personal journeys.’

In the advert, Richards has been photographed by Annie Leibovitz and is pictured looking all serious playing his guitar in his hotel room. Under the image is the phrase: ‘Some Journeys Cannot Be Put Into Words. New York. 3 am. Blues in C.’

Antoine Arnault, Head of Communications for Louis Vuitton, said: "Keith Richards needs absolutely no introduction.

"He is a global icon, an inspiration to millions, and we are honoured that - after Mikhail Gorbachev, Catherine Deneuve, Steffi Graf and Andre Agassi - he has agreed to represent Louis Vuitton.

"This is the first time ever that Keith Richards has participated in an advertising campaign of any sort, and it is hard to imagine a more compelling embodiment of a personal, emotional journey."

The advert will appear globally from April onwards.

(by Scott Colothan)