Dior is getting creative in order to raise money for charity.
Using social media to revive the infamous chain letter, ELLE reports that Dior launched their all-new Dior Love Chain, a social media movement that asks the questions, “And you? What would you do for love?” all in the name of charity.
Dior kicked off the Instagram campaign on Aug. 24 with a short video by Natalie Portman, says ELLE, while Robert Pattinson, the face of Dior Homme, answered the question by saying he’d try to become a better person for love. Jennifer Lawrence also took part and gave a more humorous response, saying she’d “pretend wearing sexy underwear was comfortable.”
With a star-studded campaign underway, it’s only natural that it’s all for a good cause. According to ELLE, for every response social media users post with the hashtag #diorlovechain, Dior will donate $1 to WE Charity, which “leads global initiatives that aim to break the poverty cycle.”