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You don’t often hear the “core values” and “Keith Richards” in the same sentence. But we’re always open to new ideas.

Fresh off their Gorbachev campaign, Louis Vuitton has decided to side with another crumbling icon for their “core values” campaign. Other than embodying a kind of boho shabby-chic, we doubt anyone would have chosen Richards as a style icon, but Vuitton sees him more as a lifestyle icon. This pic, photographed by the legendary Annie Liebowitz, captures what seems like a fairly typical moment in Keef’s existence: he is killing time in an anonymous luxury suite, with objects of luxury scattered carelessly around him. And, naturally, the closest object is his Louis Vuitton guitar case, which doubles as an impromptu tea tray.

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