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We all have a voice, we all need to address racism, fashion company’s have a large role in 2020.

Fashion brands making a stand to the racism protests across the US. Thousands of fashion brands taking over social media showing a united front and are showing their support on The Black Lives Matter campaign. Nike and rivalry Adidas both came strong to show their support in this campaign by releasing an ad “For Once, Don’t Do It” and “Together is how we move forward.” .

Speaking for the new generation that heavy relies on social media which expects brands to stand for certain values and show cases this by supporting campaigns, charities and protests. In 2020 it’s not good enough to just post an image with a hashtag, they want to see change and progression. Black culture has influenced lots of leading designers across the world. Fashion Brands need to want to stand by these values and act as a good example to each generation that wears their clothing. Each brand stands for something unique but at the same time they all should stand together for ‘Black Lives Matter and Equality.’

Social media is the easiest way to get the message across the globe and for fashion brands to show they support one of the biggest issues facing today. There are also repercussions for sharing online, Louis Vuitton and Off-White designer Virgil Abloh received a backlash for criticising looters for damaging stores and for giving only the minimal $50 donation made to help legal aid for arrested protestors.

Brands need to think of the long run, they should establish on how they will support the cause and demonstrate this to their consumers, rather than commenting on what other customers around the world are doing. Educating is the first step on making a difference, fashion brands are a great example of showing this, brands like Nike, Prada, Burberry and Chanel have very much demonstrated how it’s not done, by creating racist campaigns for example ,The black "balaclava jumper" covered the lower half of the face and featured a red cut-out around the mouth.

There is still a divide in the work industry. It’s shocking that Black professionals are nearly 4 times as likely to experience racial harassment in the work environment than their white colleagues, according to the Centre for Talent Innovation. It is important for a fashion brand to stand up for this cause and not stay silent in one of the biggest protest in the world with 50 states and 18 countries protesting for Black Lives Matter. There are no words to describe this issue. It’s still great seeing so many brands donating and supporting the cause as designers like Samuel Ross, Glossier, Levi’s is donating $100,000 to their longstanding partner, the ACLU. Along with the donation, they are making a grant of $100,000 to Live Free USA, a faith-based organisation on the front lines of social justice issues.

“No one is born hating another person because of the colour of his skin, or his background, or his religion. People must learn to hate, and if they can learn to hate, they can be taught to love”. Nelson Mandela

By Adelina Ademi

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