Luxury with a Purpose: Louis Vuitton, UNICEF & K-Pop Star Felix Unite for Children’s Rights
- Jomanda Heng
- Jul 21
- 2 min read
Louis Vuitton’s Make A Promise campaign has been a model of fashion-for-good since 2016. Through the sale of its signature Silver Lockit bracelets and accessories, the luxury brand has raised over $24 million to fund UNICEF programs around the world. These funds help provide clean water, healthcare, education, and emergency aid for children in crisis zones.
2025’s Bold New Chapter: Louis Vuitton x Felix
This year, Louis Vuitton is taking its humanitarian mission to the next level by partnering with Felix, a member of global K-Pop sensation Stray Kids and a UNICEF Goodwill Ambassador for Korea. Together, they’ve launched a limited-edition 2025 Silver Lockit collection released on July 3 and officially available in stores and online starting July 18.
Highlights of the Collaboration:
Design Concept by Felix: Features a blue heart and the word “DREAM” — a nod to Felix’s fan art and the dreams of children worldwide.
Eco-Conscious Materials: The pieces are made with certified recycled silver and come in the form of bracelets, earrings, and pendants.
Donation Impact: Each cord bracelet or earring sold contributes $100 to UNICEF; each pendant or full silver bracelet donates $200.
“We added the word ‘DREAM’ to represent the aspirations we all share... It’s about love and connection,” said Felix in an interview.
This collaboration resonates on multiple levels:
Engaging Youth Through Culture: Partnering with Felix helps Louis Vuitton connect with Gen Z audiences, especially in East Asia.
Fashion for Good: Fans and fashion lovers can express their values while supporting a global cause.
Symbolic Power: From the protective padlock to the engraved “DREAM,” every design element carries emotional weight.
With the official drop on July 18, 2025, the Felix x Silver Lockit collection is expected to sell out quickly. The partnership illustrates that when fashion, celebrity, and cause-based action collide, meaningful change becomes possible.
Quick Facts
Item Type | Donation to UNICEF |
Cord Bracelet / Earring | $100 USD |
Pendant / Full Silver Bracelet | $200 USD |
Launch Date | July 18, 2025 |
Designer | Felix (Stray Kids) |
Cause | UNICEF – Children’s Health, Education, and Emergency Aid |
References:
Louis Vuitton x UNICEF Partnership – https://us.louisvuitton.com/eng-us/stories/lv-for-unicef
Louis Vuitton x Felix Silver Lockit 2025 – https://www.designscene.net/2025/07/louis-vuitton-felix-silver-lockit-unicef.html
UNICEF x LV Impact Report – https://www.unicef.org/partnerships/louis-vuitton
Felix’s Campaign Interview – https://www.teenvogue.com/story/stray-kids-felix-louis-vuitton-unicef-2025-silver-lockit-collection
Business Overview of Felix as LV Muse – https://www.businessinsider.com/meet-felix-lee-kpop-star-muse-louis-vuitton-artistic-director-2025-3
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