Luxury fashion house Louis Vuitton has unveiled its first #makeapromise day in stores worldwide, following the launch of its global partnership with the United Nations Children's Fund (UNICEF) last year.

The new campaign aims to raise funds through sales of its Silver Lockit pendants, from which a portion of the proceeds will go towards providing children with life-saving humanitarian support in Syria and Nigeria. Shoppers will also be encouraged to share a photo making a 'pinky promise' to help children, using the hashtag #makeapromise. Michael Burke, President of Louis Vuitton commented 'Last year, we challenged our teams to come up with a symbolic gesture that would federate people around our cause. The idea of the #makeapromise campaign comes from children: when they make a promise, they mean it, and they seal it with a pinky promise.... It's 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'.