Actress Sophie Turner joined luxury fashion house Louis Vuitton and organization UNICEF on the latest #MAKEAPROMISE campaign -- the trio created a Lockit bracelet to aid children in need. The silver bracelet is arriving in time for World's Children's Day on November 20th and in correlation to the campaign, the collaborative project aims to raise awareness and profits to help UNICEF's mission is helping youth globally. Turner drew inspiration from her idea of luck and designed the bracelet with red and white cord and a rabbit charm that recalls her own tattoo.
Turner explains that the bracelet's colors and design are chosen because "red is considered a lucky color in China and white coincides with the circular charm of the bracelet; a rabbit. White rabbits and rabbit-foot are considered lucky in many parts of the world." The silver Lockit draws inspiration from Georges Vuitton's tumbler lock from 1890, originally created for protection and now it represents a symbol of protecting children at risk.
What's Driving This Trend
- Youth-focused Luxury
- Opportunity for luxury brands to tap into the youth market and create campaigns that resonate with younger consumers.
- Cause-related Collaborations
- Opportunity for brands to partner with organizations to create collaborative projects that support a meaningful cause.
- Symbolic Design Elements
- Opportunity for brands to incorporate symbolic design elements into their products to add emotional value and connect with consumers.
Who This Affects Most
- Luxury Fashion
- Luxury fashion brands can leverage youth-focused campaigns to attract younger consumers and establish a connection with charitable causes.
- Non-profit Organizations
- Non-profit organizations can collaborate with brands to create cause-related initiatives that raise awareness and funds for their missions.
- Jewelry and Accessories
- Jewelry and accessories brands can explore the use of symbolic design elements to create products that have emotional significance and resonate with consumers.
