Michael Phelps makes a splash for Louis Vuitton

Team USA swimmer Michael Phelps, the most decorated Olympian of all time, fronts Louis Vuitton's new Core Values campaign.

BY Olivia Bergin | 14 August 2012

Michael Phelps in the new Louis Vuitton Core Values campaign Photo: Annie Leibovtiz

Swimmer Michael Phelps' haute modelling debut couldn't have been shot in a better location - aside from a tropical infinity pool, perhaps.

The Olympic gold medallist, who has made sporting history with a total of 22 gold medals to his name, has been signed up by French luxury label Louis Vuitton.

The 27-year-old was shot by celebrated fashion and portrait photographer Annie Leibovtiz in a bath tub - complete with swimming trunks and goggles - with a bath towel and Louis Vuitton tote strewn by his side.

In another image, Phelps is depicted chatting to Larissa Latynina, the former Soviet gymnast who, until July 31 was the most decorated Olympian with 18 medals - until Phelps proverbially lapped her.

Phelps follows in the footsteps of fellow celebrities Sean Connery, Muhammad Ali, Angelina Jolie and singer Bono in modelling for the brand's Core Values campaign. Launched in 2007, the initiative puts the spotlight on exceptional people "of truly global stature ranging in professions and backgrounds" who beyond their celebrity status, "are individuals who are widely recognised to have lived full and interesting lives".