Louis Vuitton’s new jewelry designs secure UNICEF’s mission to help children in need on a global scale.
Just as Georges Vuitton invented an unpickable tumbler lock to safeguard precious belongings stashed in travel trunks, the French fashion house that bears his father’s name has devised a new symbol of protection for the 21st century. Louis Vuitton’s Silver Lockit, derived from the archival original, is a modern symbol of the company’s support for the United Nations Children’s Fund (UNICEF). To introduce its new partnership with the international nonprofit known for protecting children facing crises around the world, Louis Vuitton created a necklace and bracelet, each with a pendant lock uniting delicate chain links. The jewelry pieces, along with the social media campaign (#makeapromise), debuted on Jan. 12 at the sixth biennial UNICEF Ball held at the Beverly Wilshire Hotel in Los Angeles.
There, the house’s Chairman and CEO Michael Burke and Creative Director Nicolas Ghesquière assembled friends including Jennifer Connelly and Nicole Kidman for the presentation of humanitarian awards to David Beckham and C.L. Max Nikias, president of the University of Southern California. “Louis Vuitton is inviting people to make a pinky promise with a loved one and take photographs of themselves [to post on social media] pledging to help children around the world,” said Connelly, who posed with her husband, Paul Bettany, during the ball, which included a performance by Mariah Carey. In turn, following through on its promise to the nonprofit, the fashion house has pledged to make a $200 donation to UNICEF for each bauble sold. louisvuitton.com.
Written by ELIZABETH VARNELL
Photographed by Patrick Demarchelier in L.A. for the #MAKEAPROMISE campaign.