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Dior’s Charitable #DiorLoveChain Campaign Is Essentially a Waste-Free Ice Bucket Challenge

It’s an Ice Bucket Challenge that’s not goofy, doesn’t leave you dripping and cold and wastes no water. A chain letter without typos or threats — one you’ll actually want to respond to. On August 25, Dior kicked off its charitable #diorlovechain campaign, which is sure to dominate your Instagram feeds over the coming days.

In the campaign video, numerous high-profile celebs — among them Natalie Portman, Jennifer Lawrence, Johnny Depp, Robert Pattinson, Camille Rowe, Eva Herzigova, Fedez, Carine Roitfeld and Nicolas Ouchenir — ask/answer this question: “And you, what would you do for love?” Lawrence and Roitfeld tie in the best answer category. The World’s Most Relatable Actress says she would pretend that sleeping in sexy lingerie is comfortable (that Darren Aronofsky is a lucky man). The CR Fashion Book editor gives perhaps the French-est answer possible: she’d venture out into the snow to find her darling a pack of cigarettes.

For every person who answers the question on social media (in video form), the French house will donate $1 to the WE Charity (formerly known as Free The Children). The funds will go toward the organization’s WE School program in Kenya, which focuses on building schools, teacher accommodations and libraries and providing educational programming and teacher training so that young Kenyans can be empowered through proper education. (Portman backs the initiative.)

The catch? There is no catch. Dior’s goal is “to make a global chain that’s absolutely incredible” (and viral).

Eager to get in on the giving? Don’t forget to include the hashtag #DiorLoveChain on your post and nominate others to share their besotted behavior. A select few #DiorLoveChain will be shown on Dior.com and, if they’re good enough, in a traveling exhibition that will debut in 2018 in Shanghai.

Watch the full video above, scroll down for some of the individual celebrity clips.

[ via WWD ]