Rolling Stones guitarist Keith Richards never had a hit with a cover of the Kingsmen song “Louie, Louie” but he might have to start playing it now that he’s fronting a new campaign for luxury brand Louis Vuitton. This marks the second superstrange pitchman Vuitton has chosen — last year, the company’s ads featured former Russian leader Mikhail Gorbachev. Keith, 64, reportedly plans to donate his fee to the Climate Project, an environmental charity — and plans to donate his skin to next year’s line.

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