Louis Vuitton is bringing out its grungy side. Annie Leibovitz shot Keith Richards for the brand's "core values" campaign, which aims to remind consumers of the brand's signature monogram luggage and balance its fashion-driven ads. The possible message? If you're rich but not all that fashionable or clean-looking, you're still eligible to spend thousands on Louis Vuitton luggage and toss it carelessly about the mess in which you live. (Filth can be fabulous, too.) The ads will appear in fashion magazines and newspapers, since Richards apparently appeals to 20-year-olds and 65-year-olds. WWD reports:

The new spot comes with the tag line, "Some journeys cannot be put into words," and the rocker's haunting, hypnotic expression says it all. [Vuitton Communications head Antoine] Arnault recalled that, when Annie Leibovitz displayed the photograph on a computer monitor after the shoot, Richards exclaimed: "It looks like a Rembrandt."

Um, Tyra? Are you there? Can you please get Richards to guest-judge America's Next Top Model?

Vuitton Rocks On [WWD]