Auctions, Raffles, and Other Ways Independent Fashion Brands are Supporting the Black Lives Matter Movement – Vogue

A look from Peter Do’s fall 2020 collection.Photo: Courtesy of Peter Do

As protests swell around the world in the wake of George Floyd’s death at the hands of Minneapolis Police Department, fashion is reckoning with its own role in systemic racism. While many brands have issued Instagram statements, pledged to evaluate their own companies, and shared educational resources, there is much more work yet to be done. Large companies have put long-term diversity and inclusion strategies in place, including Gucci, which also launched a new Instagram account, @GucciEquilibrium, to share its ongoing commitments to people and planet. Other sizable brands like Nike have made donations in the millions. Still, much of the conversation online around the Black Lives Matter movement and racism in fashion is being led by independent brands and individuals.

Most small brands cannot afford to give massive sums all at once, especially if their businesses have been impacted by COVID-19. But they haven’t wasted time figuring out clever, creative ways to engage their communities and divert necessary funds to organizations fighting racial injustice. Here, we’ve outlined the six ways designers are giving back, from donating 100% of proceeds for a limited time to creating brand-new products.

Donating 100% of Proceeds of Existing Products

Peter Do, an independent label based in New York with 12 employees, will donate 100% of its sale proceeds for the month of June to Color of Change, the Black Youth Project 100, and Black Visions Collective. “With the murder of George Floyd, we as a family decided it was our duty to speak for the first time on the brand channel and to follow words with actions via a financial pledge: An attack against one is an attack against all,” creative director Peter Do tells Vogue. “This is our ongoing commitment to fight for a racially equitable world, not only in word but in deed.”

Peter Do is just one of many independent labels donating proceeds of existing goods, an act that helps brands cover the cost of materials and production of extant products while simultaneously raising money for charities. Rodarte has pledged 100% of its sales on its e-commerce site to the NAACP Legal Defense Fund through July 31. Jewelry brand Serendipitous Project will donate 100% of profits to the Minnesota Freedom Fund for two weeks. Kepler, Comme Si, Azeeza, Ottolinger, Medea, and more are also donating 100% of their sales for a period of time. In addition, brands like Prabal Gurung, Lou Dallas, Collina Strada, ASAI, Daisy, and Amy Crookes have donated 100% of profits from specific products, like ASAI’s Rihanna-endorsed tie-dye dress worn or Lou Dallas’s “End Militarism” tee.


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