Keith Richards in Louis Vuitton Campaign

The elderly rocker Keith Richards is the new face of Louis Vuitton’s ad campaign for their luggage.

The Louis Vuitton fashion company decided to strut its sloppy side. Annie Leibovitz photographed Keith Richards for the ‘Core Values’ campaign that is aimed at reminding customers of their recognisable luggage and act as a counter-balance to their fashion campaigns.

Potential message? If you are rich, but not fashionable and neat-looking, you are still eligible for spending thousands on Louis Vuitton luggage.

The ads will appear in fashion magazines and newspapers, since it seems that Richards equally attracts 20 year-olds and 65 year-olds, nymag.com reports.