BLM Responses from Brands Built off Black Culture

JULY the Black Lives Matter movement gains traction, both in active protests and online, many brands have been releasing statements of solidarity on their social media accounts. For fashion brands that have succeeded largely because of how reliant their clothes, vision, and marketability are on Black culture and aesthetics, an Instagram post must be more than an empty PR statement. 

At the forefront of this conversation is Fashion Nova, who quickly showed their solidarity with an Instagram post pledging $1M in donations to various BLM organizations including Black Lives Matter, Know Your Rights Camp, and the NAACP Legal Defence and Education Fund. This is a huge statement in the fashion community, and many influencers working with Fashion Nova spoke out on social media about how this is a necessary step in the right direction. 

However, the Instagram post, along with their #blackouttuesday post have since been deleted, calling into question what the company values more: their aesthetic or their commitment to supporting the Black community. 

Their initial statement was made after Jackie Aina, a successful YouTuber with more than 3 million subscribers, vocalized her concerns about the lack of BLM support from Fashion Nova and other brands she has previously collaborated with. Aina has created an open dialogue with her followers regarding racism and colorism in the makeup and fashion community - constantly pointing out campaigns that fall short in terms of representation, praising and promoting Black-owned brands, and encouraging conversations about race even in her makeup tutorials. In the past, she has critiqued the lack of dark-skinned models on the Fashion Nova website and Instagram page, arguing their use of Black culture for profit without accurately representing the community is filled with irony. 

Hopefully Fashion Nova’s statements and generous donation plan will also mean action in terms of representation for darker skinned models and women on their social media pages. 

PrettyLittleThing, another brand which embraces Black culture in their designs and fashion statements, also came forward with a statement of solidarity and multiple mosts on how to educate yourself and become anti-racist. In a statement posted today, the brand stated “we acknowledge that we have embraced Black culture across all aspects of our brand, however we admit we can and will do better”. They followed up by announcing the creation of a diversity board to create a plan for change, which may make their followers feel like the brand is taking their platform and influence seriously, and committing to doing better. They have also announced that all proceeds from their recent collaboration with Saweetie, a successful American rapper, will be donated to Black Lives Matter. 

For consumers who frequently buy from these brands, their response to social justice issues and the Black Lives Matter movement specifically can deeply influence their spending choices in the future - and brands understand this. As PrettyLittleThing acknowledged, the extent to which they embrace Black culture for profit and marketability should translate into how loudly and unapologetically they support and advocate for the BLM movement. 

Putting their money where their mouths are for Fashion Nova and PrettyLittleThing proves their ability to donate to important causes, and their commitment to action will be proven in the further steps they take in the next few weeks. 

By: Alysha Mohamed

IG: @alyshamohamed