Natalie Portman says she would travel to the ends of the earth for it. Rihanna says you have to give it to get it. And Jennifer Lawrence says she would even sleep in sexy underwear and pretend it’s comfortable. They’re all part of the new #DiorLoveChain campaign, answering the luxury brand’s question, “And you, what would you do for love?’”
The luxury brand kicked off its new campaign with a moody three-minute video on Instagram, shot in black and white. Now running on all its social media channels, the effort is a who’s who of Dior spokespeople, including Robert Pattinson, Johnny Depp, Bella Hadid, Charlize Theron and Angelababy, as well as plenty of “inspired anonymous folk.” It asks viewers to share their own answers to the question and tag someone they love, using the #DiorLoveChain hashtag.
For every post, it says it intends to donate a dollar to WE Charity, formerly known as Free The Children. While the Canadian organization works worldwide, funds from the Dior effort are earmarked specifically for girls’ education in Kenya.
To support the chain-of-love idea, Women’s Wear Daily reports that Dior commissioned three murals in the U.S., in New York’s SoHo and two in Los Angeles, with another set to debut in Brooklyn during the upcoming New York Fashion Week. And WWD says Dior plans to run some of the best responses on its website, with a number of them showcased in a traveling exhibit, set to kick off next year in Shanghai.
Dior is owned by LVMH, which says its perfumes and cosmetics business grew 12% in the most recent quarter, with Dior scents–notably J’adore and Miss Dior–providing “strong growth momentum.”