The “ugly beautiful” model trend goes in a groovy new direction with these new Louis Vuitton ads starring Keith Richards.

Of course, our man Keef is already the butt of late night jokes for this ad, but we think it's rad. “Pretty” and “handsome” are so borrrring.

The ad, shot by Annie Leibovitz, has the coolest caption ever too:

“Some journeys cannot be put into words. New York. 3am. Blues in C.”

Cementing his title as king of cool, Richards has said he'll donate his modeling fee to an environmental charity.

In other Stones news, Martin Scorcese's Shine A Light will finally see the light, this April 4. We're going to a press screening a couple days prior, so we'll let ya know what we think. Of course, we're Stones freaks so we know we're gonna love it.

Though their grandpa guises (see ad) are special in their own way, it's Jagger and Richards' shaggy 60's and 70's style and swagger (what every rock dude on the planet tries to emulate to this day) that still makes us weak in the knees. Here's hoping there's plenty of archival footage in the flick!!!

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