Click: Louis Vuitton's Pinky Promise
A promise brought together a group of Louis Vuitton supporters on the evening of Jan. 12. Partnering with UNICEF, the venerable French fashion house pledged to protect children across the globe. The Louis Vuitton for UNICEF collaboration hopes to provide children exposed to natural disasters and conflict with much needed health care, nutrition and education. To date, more than $2.5 million was donated to benefit Syrian and Nigerian children.
Louis Vuitton for UNICEF celebrated the one-year anniversary of its partnership with parties in 45 stores worldwide. LV acolytes, fashion bloggers and Instagram’s glitterati drew attention to the cause in cities around the globe. Our very own South Coast Plaza along with New York, Los Angeles, Miami and Toronto hosted their own gatherings. To highlight this partnership, Louis Vuitton released a limited-edition Lockit pendant, inspired by the brand’s signature trunk locks invented by Georges Vuitton in 1890.
The brand fostered support via social media with a “pinky promise” campaign. Creative director Nicolas Ghesquiere, a number of LV lovers and several celebrities, including Kate Moss and David Beckham, joined the digital effort.
“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,” said Michael Burke, chairman and CEO of Louis Vuitton. “Children show us a simple way to change the world.”