The bracelets, which retail for £175, £100 of which is donated to Unicef, have raised $5 million on behalf of Unicef since the 2016 launch. The funds have provided children in Syria and neighbouring countries with safe drinking water, food, sanitation facilities and medical care, along with clothing and blankets for the winter months. Unicef predicts that the partnership facilitated the life-saving provision of water to one and a half million children and their families in 2017.
The silver locket design is inspired by the tumbler lock invented by Georges Vuitton in 1890 to protect his clients’ belongings. The symbol of protection was chosen to signify the brand's promise to help children in urgent need.
“The idea of the #makeapromise campaign comes from children,” Michael Burke, chairman and CEO of Louis Vuitton, told Vogue ahead of the June 22 launch date. “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. 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 eye-catching bands, which come in yellow, orange, pink, blue and black, will be available to purchase on Louisvuitton.com and in over 138 Louis Vuitton stores to back Burke’s mission to raise as much money as possible for the cause.
The announcement comes just days after creative director Virgil Abloh unveiled his debut collection for the house. Prior to the presentation, he told Sarah Mower that he wanted to set an example for the next generation: “I want a young generation to come in and know, hey, there’s someone here who’s listening, and speaking back to them.” He sealed this commitment by inviting 3,000 students to the open air spectacular in Paris.
To make a donation to Syrian children, visit Support.unicef.org/lvforunicef.