DMT Beauty Transformation: Fashion Brands Lay Out Plans To Support The Black Community
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Fashion Brands Lay Out Plans To Support The Black Community

June 01, 2020DMT Beauty

#DMTBeautySpot #beauty

Last night, Aurora James, the creative director and founder of footwear and accessories brand Brother Vellies, called on the fashion industry’s big players, from Net-A-Porter to Saks Fifth Avenue, to commit to buying 15 percent of their products from Black-owned businesses

“So many of your businesses are built on Black spending power,” James wrote on Instagram. “So many of your stores are set up in Black communities. So many of your sponsored posts are seen on Black feeds. This is the least you can do for us. We represent 15% of the population and we need to represent 15% of your shelf space.”

Further down in the post, she writes: “So for all of the ‘what can we do to help?’ questions out there, this is my personal answer. #15PercentPledge.” 

Other companies have shown support via social media, where they are sharing ways in which to help the movement’s agenda. Others still are taking more significant steps toward change, creating manifestos and guidelines in order to rework the industry’s approach toward the Black community entirely. 

Yesterday, Rihanna’s lingerie brand Savage x Fenty posted a plea on Instagram calling for people to #PullUp. “Now’s not the time to stay silent or stand by. Pull TF Up,” the caption says. It also outlines the brand’s plans to donate to The Bail Project, an organization that provides free bail for those who cannot afford to pay it, and @BLMGreaterNY, the New York-specific coalition of the Black Lives Matter movement. 

Ahead, we’ve put together a list of all the fashion companies who have spoken up so far as a result of this weekend's protests. Read their messages and support them in their efforts. 

To help bring attention to the police killing of George Floyd, you can sign the petition here, or donate to local organizations like Black Vision Collective or Reclaim the Block via the Minnesota Freedom Fund here.

Aurora James, Brother Vellies

In her post, James says that the fashion industry might think the #15PercentPledge is asking a lot. "I will get texts that this is crazy. I will get phone calls that this is too direct, too big of an ask, too this, too that," she writes. "But I don’t think it’s too anything, in fact I think it’s just a start. You want to be an ally? This is what I’m asking for."

Below her post, James comments, "And yet again this is information and education brought to you free of charge. You’re welcome," further reiterating the fact that it isn't the Black community's responsibility to educate white people.

Savage x Fenty

In addition to donating proceeds from the brand to both The Bail Project and the Black Lives Matter movement in greater NY, Rihanna and Savage x Fenty are also asking their fans and followers to #PullUp and do their part and speak up.


In a video posted to the brand's Instagram on Saturday, Nike calls on its 113 million followers "to be a part of the change." "For once, don't do it," the video reads, followed by a series of statements including, "don't pretend there's not a problem in America," "don't turn your back on racism," and "don't accept innocent lives being taken from us."

Marc Jacobs

The designer took to Instagram this weekend, writing "A life cannot be replaced. Black Lives Matter" on a photo of his LA store's sign which was crossed out and replaced with the names George Floyd and Sandra Bland. In another post, the designer wrote, "Property can be replaced, human lives CANNOT."


Yesterday, UK-based athleticwear brand Reebok took to Instagram to show its support for the Black Lives Matter movement, as well as to encourage people "to walk in someone else's shoes, to stand in solidarity, and to find our common ground of humanity." Also in the post, the brand recognizes that "without the Black community, Reebok would not exist. America would not exist."

The Hundreds

Bobby Hundreds, the founder of LA-based streetwear brand The Hundreds, posted a message of support for the protesters after his store was broken into over the weekend. "When people ask why I’m not upset that my business is impacted or my neighborhood pillaged, I tell them that my disgust over injustices in this country eclipses any other temporary feeling," Hundreds wrote on Instagram. "Don’t ever stop protesting (I never said “rioting” or “looting”). Dissent is a bona fide American act. Use your voice – people died for that right. Stand up for yourself and others. EVEN IF YOU BRING THE FIRE TO MY DOORSTEP, I WILL STAND IN IT WITH YOU."

Like what you see? How about some more R29 goodness, right here?

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Eliza Huber, Khareem Sudlow

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