You know Keith Richards was psyched when Louis Vuitton approached him to be the latest face in their ad campaign.

Okay, maybe at first even he thought they meant they wanted to use his face for luggage. We all made that mistake. But we're pretty sure that he enjoyed getting photographed by Annie Lebowitz, a free custom guitar case and all the press. He's a rock star. They love being the center of attention!

Now he's trying to get his curmudgeon senior rocker street cred back by saying that he doesn't care about fashion.

Ireland Online reports that Richards was mystified by LV's choice. He thinks that band mate Charlie Watts, who patronizes Savile Row and is generally impeccably dressed, would have been the better choice.

Looking at the two of them...we gotta admit he's right.

Charlie is wearing a fantastic suit, and his hair is perfection. While Keith...sweet honey, is his fly down? Oh, thank the queen, no. But you can imagine it happening, can't you?

Yes, LV should totally do a follow up campaign with Mr. Watts. Clearly he's a little more in line with their target market.