One year after the launch of its global partnership with the United Nations Children’s Fund (UNICEF), Louis Vuitton has launched its first #makeapromise day to continue its campaign to raise awareness of children caught up in humanitarian crises.
During the day, over 400 Louis Vuitton stores worldwide in more than 60 countries will promote the sales of a special product designed to raise funds for UNICEF. Think a charity wristband gone supremely upscale.
Dubbed the Lockit - the bracelets and pendants, that come as delicate silver chains at the end of which hangs a tiny padlock delicately etched with a the LV logo are inspired by the house's iconic unpickable tumbler luggage lock.
From the sale of each Silver Lockit pendant, £160 will be donated, on your behalf, to UNICEF.
Fashion and charity partnerships are nothing new. but what makes Louis Vuitton and Unicef stand out in a well-worn philanthropy market is that the fashion house is genuinely getting involved.
Speaking to InStyle UK at last years global partnership launch at Louis Vuitton's charity ball in LA, Nicholas Ghesquiere, the artistic director of Louis Vuitton told us: 'Louis Vuitton is a global name and I think it has to respond to global problems.'
One year after the launch, the Louis Vuitton for UNICEF partnership has helped raise $2.5m to help bring children life-saving humanitarian support in Syria and Nigeria.
And now in renewing their promise to help children, Louis Vuitton are continuing to encourage people to get involved too. Ghesquiere and his team know that to rally create awareness in the What'sApp and Instagram age they need the message to go viral - hence similar to last year with Selena Gomez, Miranda Kerr and Nicole Kidman, they are launching the campaign with a whole host of megastars. Like the ice bucket challenge, which was spearheaded by celebrity support, Vuitton's star ambassadors are uploading pinkie promise pictures - them crossing little fingers with a pal - to Insta with the hashtag #makeapromise and hoping the public will do the same.
'Charity starts at home.” says Michael Burke, President of Louis Vuitton. 'Last year, we challenged our teams to come up with a symbolic gesture that would federate people around our cause. The idea of the #makeapromise campaign comes from children: when they make a promise, they mean it, and they seal it with a pinky promise. Children show us a simple way to change the world. One year after our successful launch, our teams have come up with this idea to keep our promise alive. It’s about joining forces worldwide to raise funds and awareness for children. We believe in the word of mouth. Our goal is to reach as many people as possible and to make a real difference.'