As part of its weird, long-running celebration of icons (not necessarily of the fashion variety), Louis Vuitton has a new non sequitur face: Michael Phelps, the most medaled Olympian in history. The campaign was shot by Annie Leibovitz and features the 27-year-old swimmer wearing his signature Speedo and some serious Blue Steel. A Louis Vuitton tote spills open elegantly beside him. As absurd as this is, we really appreciate the idea of Phelps taking a moody bath by himself but refusing to take off his goggles.

Ryan Lochte needs an appropriately fratty Abercrombie campaign ASAP.