The stars turned up in full force at the sixth biennial Unicef Ball in Los Angeles on January 12, pledging to make the world a better place and help raise funds for children in need.
A-list muses of Louis Vuitton’s artistic director Nicolas Ghesquière and friends of the brand the likes of Nicole Kidman, Jennifer Connelly, Selena Gomez and Tao Okamoto were present to lend some serious star power to the #MakeAPromise social media campaign — an effort by the French fashion powerhouse and Unicef to raise funds and awareness for the cause.
The campaign aims to encourage people to help children in urgent need by pledging their commitment with a “pinky promise”. They can make a direct donation to Unicef or buy a specially designed Louis Vuitton Silver Lockit pendant or bracelet and share this pledge through social media with the hashtag #MakeAPromise.
For every Silver Lockit pendant or bracelet sold, the brand will donate US$200 to Unicef. The Silver Lockit, inspired by the unpick-able tumbler lock invented by Georges Vuitton in 1890 to protect clients’ most precious belongings, is a symbol of protection. It is available for sale in LV stores worldwide and online.
“The pinky promise is a very intimate yet strong gesture: It also recalls your childhood when you took promises very seriously,” says Michael Burke, chairman and CEO of Louis Vuitton. “We’d like people to join in our promise to help children in urgent need.”
“When an emergency unfortunately breaks out, we will double our efforts: our infrastructure to make appeals for donations will be activated immediately. We will do homepage and social network takeovers to call for donations,” adds Burke. “In all of our Louis Vuitton stores worldwide, every single sales associate will become a LVforUnicef Ambassador to reach out individually to our clients. We believe that together we are stronger, together, we can make a real difference.”
To purchase the Silver Lockit and raise funds for children in need, visit www.louisvuitton.com/lvforunicef
To make a direct donation to Unicef, visit www.unicef.org/lvforunicef