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Angelina Jolie for Louis Vuitton ‘Core Values’ Campaign

Angelina Jolie stands for Smart Sensuality values in the new Louis Vuitton ‘Core Values’ campaign, a series of adverts whose central theme of travel communicates the concept that travel is both a physical and emotional journey. The Smart Sensuality woman — smart, sexy and with heart — is not only the embodiment of the Louis Vuitton woman but she is the key persona in solving the problems that face humanity in the 21st century.

The Smart Sensuality woman doesn’t shy away from her humanitarian responsibilities.

The campaign was shot in Cambodia, a country close to Jolie’s heart - home to her eldest adopted son Maddox. The actress first travelled to Siem Reap in 2000 while filming for ‘Lara Croft: Tomb Raider’. Raising awareness of landmines in Cambodia has been part of her United Nations High Commissioner for Refugees Goodwill Ambassador role.

LVMH | Smart Sensuality Luxury Branding

Photo by Jonah Koch for WWDWe’re not clear that former British prime minister Tony Blair is now an adviser to Bernard Arnault, although it appears so, based on his side by side appearance with Arnault in Washington in April. Fashionista reports ‘yes’ but we can’t confirm. Blair was highly criticized over his negotiations in 2010 and as recently as late March.

Blair attended Bernard Arnault’s April 2011 event at which he was honored with the Corporate Citizenship award from the Woodrow Wilson International Center for Scholars at the White House

Arnault needs astute advice on global politics and Blair is deeply involved in the Middle East and specifically in business development in Palestine. See this PBS video about Blair’s work in Jenin, trying to develop new business opportunities for the suffering Palestinians.

I’ve written on many occasions that the philanthropy/business development initiatives of luxury brands will become a key part of their DNA in the future. Smart Sensuality women want to support luxury brands and businesses that are rolling up their sleeves to help save the world.

Bernard Arnault: A Modern Tastemaker Exploring Our Cultural Creatives Future Anne Talks Business

A Smart Sensuality consumer is the stylish wing of a significant group of values-driven, two-thirds women consumers called Cultural Creatives. In our 2009 profile of Arnault, we quoted his focus on philanthropy:

Arnault confirms in this in-depth article on LVMH Moët Hennessy Louis Vuitton SA, which includes high-end brands Louis Vuitton, Givenchy, Tag Heuer watches, Donna Karan, Fendi and Moët & Chandon champagne, and of Dior and other companies, that he’s involved in talks to invest in a fashion company with ecological and ethical goals founded by a global celebrity. Arnault declined to give details but says philanthropy is a growing focus of his company: ‘It gives people working at the group a feeling that they don’t exist only for cash flow, but for something bigger.’

Arnault did buy that company, his joint venture with Bono and wife Ali Hewson’s Edun, who starred in last year’s Louis Vuitton ‘Core Values’ campaign, also shot by Annie Leibovitz.

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