Louis Vuitton has announced that they will be extending their ongoing partnership with Unicef for a third consecutive year.
The French fashion house created the silver Lockit bracelet in a range of fluorescent colourways including yellow, pink, blue and black. The lock itself is a replica of the iconic Louis Vuitton padlock that was created by Georges Vuitton in 1890 to protect his clients’ belongings. The padlock is a symbol of protection which signifies the brands promise, and Unicef’s cause, in helping children in urgent need exposed to conflicts, diseases, natural disasters and other situations that threaten their safety and well-being.
Michael Burke, chairman and CEO of Louis Vuitton, described the inspiration behind the bracelet came from children and the school-yard pinky promises they make with each other. “Children show us a simple way to change the world,” Burke said. “It’s all 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.”
The ‘pinky-promise’ inspiration is shown in the campaign shots which show two hands locked together representing unity and promise. The brand uses the #makeapromise hashtag to create awareness and to reinforce its dedication to continuous support to children in need.
The funds have provided children in Syria and neighbouring countries with safe drinking water, food, medical care and sanitation facilities. The funds also go towards clothing and blankets for the winter months. Unicef believes that the partnership with Louis Vuitton provided safe drinking water to 1.5 million people in 2017 alone.
The brand has also held a charity Unicef ball in the past to raise additional funds with your favourite celebrities in attendance, including Selena Gomez, Miranda Kerr, Nicole Kidman and David Beckham.
LVMH, Louis Vuitton’s parent company, are actively increasing their social awareness and ethical practices and are putting this at the forefront of their company. It comes as no surprise that Louis Vuitton is implementing charity fundraisers into their highly sought after collections.
This is the fashion houses most affordable product priced at $250.00 USD with $100 USD going straight to Unicef. The dainty accessory not only looks good but also goes towards a well deserving charity.
Watch the campaign video above.