Stray Kids’ Felix is the new face of Louis Vuitton’s iconic Silver Lockit collection in collaboration with UNICEF. This special line helps fund emergency relief and life-saving programs for children worldwide.
On July 3 (KST), the French luxury brand dropped Silver Lockit x UNICEF campaign images featuring Felix.
Louis Vuitton first launched the Silver Lockit in 2016, inspired by Georges Vuitton’s 1890 lock invention, symbolizing protection and security. The bracelet is now a symbol of hope, with part of the proceeds donated directly to UNICEF’s global work for children in danger due to conflict, disasters, or poverty.
Felix isn’t just lending his image to the campaign. He personally chose the word “dream” and drew a heart for his Silver Lockit design, reminding buyers that every child deserves to dream safely. This small yet powerful touch connects his message of hope with UNICEF’s mission.
Louis Vuitton’s Silver Lockit is not a one-time charity drop. It’s an ongoing annual initiative that has already raised millions of dollars. According to UNICEF’s official site, each bracelet or pendant sold contributes about $100 to $200 directly to UNICEF programs for clean water, nutrition, education, and emergency aid.
Since 2016, the Silver Lockit collections have helped LV raise over $22 million for UNICEF. New versions of the bracelet are launched every year.
UNICEF and Louis Vuitton renew the Silver Lockit collection every year with new ambassadors, fresh designs, and new limited editions to keep raising awareness. Last year’s designs were worn by stars like Millie Bobby Brown, Naomi Osaka, and BTS’s j-hope. Now, Felix proudly joins that list, just two years after being appointed brand ambassador.
His impact on the campaign has been instant. After the announcement, hashtags like #FELIX, #SilverLockit, and #LouisVuitton trended worldwide on X (formerly Twitter). Fans praised Felix’s big heart and his choice to use his influence for children in need.
The Silver Lockit campaign is a reminder that luxury and kindness can work together to open doors for children who face barriers every day. By buying one, fans aren’t only wearing a piece of fine jewelry, they are unlocking new chances for vulnerable kids to live, learn, and dream.
Through this project, the 24-year-old K-pop idol proves once again why he is admired by millions, not just for his talent, but for his heart. With his “dream” message, he invites STAYs and the world to join him in making a difference, one lock at a time.
In 2024, Felix was named an official ambassador for UNICEF Korea and made significant donations to help underprivileged children. Last year, the Stray Kids rapper spent his Lunar New Year vacation in Laos, playing games and enjoying time with local kids. The idol promises to continue supporting children living in poverty.
As an official Louis Vuitton house ambassador since 2023, Felix has been spotted in custom LV looks at major events and stages. More recently, at Stray Kids’ Chicago Wrigley Field show, Felix wore a custom black leather sleeveless jacket, crisp white top, monogrammed flared jeans, and black leather boots, all Louis Vuitton.
In other news, Stray Kids wrapped their North American leg of their world tour, dominATE, and will head to Europe this month. Their nearly a year-long world tour will come to a close on July 30 in Rome, Italy.
