Vogue Business/ June 3, 2020

Fashion brands’ responses to the racism protests sweeping the US have swung from emotional, strongly worded public statements like Tapestry chairman and CEO Jide Zeitlin who said “inclusion makes us better” to one-off, shallow Instagram posts.

Nike took an overt stance sharing an ad, “For Once, Don’t Do It”, which rival Adidas then surprisingly retweeted with the message “Together is how we move forward.” Designers, including Alessandro Michele and Marc Jacobs, showed their solidarity for the Black Lives Matter campaign on their personal accounts.

Customers today, particularly the younger, digital generation, expect fashion brands to respond to political and social turmoil. Black culture has heavily influenced many leading designers. Brands need to respond in times of crisis carefully, with conviction and introspection.

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