How Fashion & Beauty Brands Are Supporting The Black Lives Matter Movement – Forbes

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The Black Lives Matter movement is powerful and far-reaching, and we’ve seen in recent weeks how change has been enacted not just in law enforcement and politics, but also within the fashion and beauty industry. Calls for greater diversity within the industry have been topics of conversations for years, but this month more brands than ever have taken concrete steps towards greater representation and advocating for Black lives.

From making donations to organization benefiting the Black Lives Matter movement to pledging a greater percentage of shelf space to Black-owned businesses, here are a few ways how fashion and beauty brands big and small are promising to make a lasting difference:

Rent The Runway, Sephora, and the 15% Pledge

Launched by Brother Vellies designer Aurora James, the 15% Pledge is a new initiative to encourage major retailers to commit 15% of their shelf space to Black-owned brands, as Black people make up 15% of the U.S. population. So far, Sephora and Rent The Runway are the first two major retailers to sign onto the pledge. Here’s hoping that other retailers like Target, Whole Foods, and Shopbop sign on soon as well.

Warp + Weft

Denim brand Warp + Weft, along with sister brand DL1961, have held inclusivity and diversity as major brand tenets since their beginnings. Both Warp + Weft and DL1961 are manufactured sustainably, with all Warp + Weft products for sale under $100, making environmentally friendly clothing accessible for a larger demographic.

In efforts to improve diversity within their work environment, CEO Sarah Ahmed has enlisted the help of Social Innovator and Catalyst for Cultural Transformation Barbara Bullard as a consultant. Their goal is to bring greater diversity not only internally but across the whole premium denim market.

Glossier

Millennial-favorite beauty brand Glossier made an early statement in support of Black Lives Matter that set the stage for many more brands to follow. In addition to donating $500,000 to organizations combating racial injustice, including The NAACP Legal Defense and Educational Fund, The Equal Justice Initiative, and The Marsha P. Johnson Institute, the brand also pledged another $500,000 in grants to Black-owned beauty brands. You can read more information on their grant program here.

PrettyLittleThing

Trendy fashion brand PrettyLittleThing launched two collections this months with proceeds benefiting Black charities and organizations. Their collaboration with Saweetie launched in the midst of the Black Lives Matter protests, so they pledged 100% of proceeds from the collection to Black Lives Matter. Later in the month, PLT launched their Pride collection and pledged a donation to The Solutions Not Punishment Collaborative (SNaP Co.) an Atlanta-based Black trans and queer-led organization dedicated to helping the Black transgender community.

LIVINCOOL

Lifestyle brand LIVINCOOL launched their new Gradient Collection earlier this month and pledged 100% of profits from this collection to Color of Change, an organization dedicated to campaign for Black justice and representation. Not only are these chic gradient designs an excellent addition to your quarantine wardrobe, but the proceeds will also benefit a great cause.

Lisa Says Gah

Lisa Says Gah is an online boutique that curates unique clothes and accessories for a truly unique experience, specifically highlighting independent female designers. The San Francisco-based company pledged $10,000 to purchase from Black-owned brands in June. In addition, they’ve been using their social media to highlight Black-owned small businesses as well as Black influencers to follow.

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