Paris – Louis Vuitton has been working with K-Pop Star Felix for this year’s edition of this year’s Silver Rock Jewelry Collection, designed to raise funds for UNICEF.
The French luxury home has tapped The Stray Kids members, the ambassador of the Vuitton brand since 2023.
“The heart represents love, compassion and empathy,” said Felix, who is also the goodwill ambassador for South Korea’s UNICEF.
“I wanted to give them the blue of this collection a symbol of the sense of peace and security for the children we support, and give them the freedom to dream of a brighter future,” he said in the Q&A. “It’s a calm colour and evokes feelings of tranquility and optimism.”
A pendant from Louis Vuitton’s Silver Rock collection.
Provided by Joaquin Laguinge/Louis Vuitton
Made from certified recycled silver, this collection consists of earrings, bracelets and pendants available in either silver chain or corded versions. In the 2025 edition, the cord bracelet and pendant are available in four colors: yellow, blue, pink and black.
The limited edition line will be available in stores around the world starting July 18th, with the exception of the online exclusive Silver Rosit Yellow Code. The brand will donate $100 for all cord bracelets or earrings sold, and $200 for each silver bracelet or pendant.
The partnership between Vuitton and the United Nations Agency for Children began in 2016, with the Silver Lockit collection selling up to $24 million so far. In 2024, the brand supported UNICEF programs in Madagascar, Guatemala, Haiti and Vietnam.
Felix in the Louis Vuitton Silver Rock Collection campaign.
Provided by Colin Dodgson/Louis Vuitton
“It’s inspiring to see Louis Vuitton use its impact to raise awareness and funding for the world’s most vulnerable children, and UNICEF does an important job in protecting their children’s rights and providing the support they need,” Felix said.
“Every child deserves the opportunity to grow in a safe, healthy and nurturing environment with access to education, healthcare and protection,” he added.
Celebrities, including Nicole Kidman, Chloe Grace Moretz, Rhea Sadoo, Jennifer Connery and Millie Bobby Brown, are supporting the charity initiative.
Behind the scenes with Felix while filming the Louis Vuitton Silver Rock Collection.
Provided by John Cubilan/Louis Vuitton
