To Brands and Influencers, Do More Activism on Your Platform.

Multiple protests throughout the United States, and now the world, have erupted due to George Floyd’s murder. With a protest in almost each state and horrendous police response being recorded, it’s hard to avoid the social issues being brought up more prominently. It’s important to be aware and actively contribute to fighting against them, but there’s a certain demographic that especially needs to make their activism known: brands and influencers. The amount of followers and power they possess could be a great tool in increasing awareness, but only if they do it proactively.

Brands of prominence have stepped up and committed to the cause of fighting racial injustice. Glossier announced they will be making a $500,000 donation to various organizations such as Black Lives Matter and the Marsha P. John Institute, and plan to give out $500,000 worth of grants to black-owned beauty brands. Jacquemus has actively been using their Instagram to create posts about the protests and Black Lives Matter and have been sharing ways in which to support black-owned businesses. Rent the Runway announced they will donate $1 million to black designers, with a $100,000 donation to the Black Vision Collective and NAACP, as well as a 15% commitment to black talent. With these well-known names making strides for activism, can other brands follow lead and improve? The answer is yes.

Chanel has posted support and a commitment to more diversity, but has not donated or provided resources. Considering that they once staged a runway show as a “protest” with models flaunting posters, why couldn’t they contribute in real life? Louis Vuitton drew criticism after not responding, but it was only after one of their designers, Virgil Abloh, was called out for donating a small portion that they finally released a video committed to making a change for Black Lives Matter. Marc Jacobs was one of the brands that had their stores vandalized and destroyed, but all they have done was explain they can replace material things, but not a black life. Although it’s great they made this comment, other brands have proven more can be done past performative activism for the sake of looking like they care.

Influencers of social media have the power to evoke change as well. Jackie Aina has been very vocal about business silence, and has called out Fashion Nova, Pretty Little Thing, and similar brands for profiting off black culture, but not doing anything to contribute to the activist cause. She has even posed a challenge to brands to list how many black employees they have, specifically in roles of leadership. If some influencers have the power and fanbase to drive change, all others should do the same.

Everyone should be a constant activist for the racial injustice and other social issues that have troubled society. But no matter how much activism you do, you can always do better. Educate yourself, read up on history, listen to people’s stories. Make your activism intersectional and never-ending.

Photo Credits: Normani, Nelly London, Marc Jacobs, Jackie Aina.

Report: Charlene Piccio