Can the fashion industry remain apolitical? What are the consequences of political statements by brands and designers? Although most brands tend to distance themselves from political statements, there are instances where brands have intentionally or unintentionally been associated with the hashtag #politics. Political statements can not only draw attention to a company but also damage its reputation and turn the public against it.
On the day after Donald Trump's election, New Balance's public relations chief, Matthew LeBreton, gave a brief comment to the Wall Street Journal that sparked a disproportionate backlash from the public. LeBreton supported the new president's economic policies, leading Trump's opponents to label NB as "the official shoe of white people" and engage in protests by burning sneakers. NB had to make a significant effort to justify its response to this comment.
On the other hand, some brands use political statements to gain attention. The Chanel Spring/Summer 2014 show took place on a recreated Parisian street, where models walked with signs and shouted slogans in support of feminism. The question of Karl Lagerfeld's commitment to women's rights is less important here, as the show attracted attention not only from brand fans but also from a wide range of people who were not involved in the fashion industry but were interested in feminism. The show sparked debates and discussions, which means that one of its goals was achieved.
The situation in the United States has forced many people to reconsider their attitude towards political statements. George Floyd was killed during a police arrest in Minneapolis, Minnesota, on May 25, 2020, and since then, there have been ongoing protests across the country. Many brands have also taken a stand on this issue.
Nike has released an anti-racism advertisement titled "For once, don't do it!".
"Don't pretend that there's no problem in America. Don't turn your back on racism. Don't accept innocent lives being taken from us. Don't make any more excuses. Don't think this doesn't affect you. Don't sit back and be silent".
Opinions on the ad company were divided. Make Love Not Porn founder Cindy Gallop tweeted that Nike has a "white" board of directors. Nike responded that the board includes several African Americans.
Reebok also posted a post on Instagram:
"Without the black community, Reebok would not exist. America would not exist. We are not asking you to buy our shoes. We are asking you to walk in someone else's. To stand in solidarity. To find our common ground of humanity".
Many brands have commented on their social media pages.
Luxury brands have also taken a stand. Gucci published a poem by Black artist Cleo Wade, who is co-chair of the Brand Change Council. The council represents a group of public leaders who received $5 million in charitable funding after the black balaclava turtleneck scandal in the winter of 2019. Louis Vuitton released a video titled "Make a change. Freedom from racism towards peace together". Several other brands have also made statements, but many of the major fashion houses have chosen to remain neutral.
Rihanna's brand Savage x Fenty (Fenty is also part of the LVMH conglomerate) has called on people to #PullUp. "Now is not the time to be silent or stand by". The brand has also announced that it plans to make a donation to an organization that provides bail funds for those who cannot afford to pay for themselves, as well as to the New York-based coalition for the #BlackLivesMatters movement.
Mark Jacobs, a renowned American designer and former artistic director of the Louis Vuitton fashion house, also expressed his opinion on his Instagram page, stating that property can be replaced, but human life cannot.
Victims of the pogroms in New York, Dolce&Gabbana also did not stand aside and supported the #blackouttuesday campaign:
"We are listening. We are learning. Change is needed and we all need to be part of the process. Over the next several days we will be taking the time to identify how Dolce&Gabbana can be part of the solution".
Indeed, America is engulfed in protests, with shops destroyed and streets blocked. The economic consequences of the BLM movement will be felt not only by well-known fashion houses, but also by the economy as a whole. There may have been alternative methods of influence, but society chose a revolutionary approach. It is difficult to blame them, as it is easier to respond to cruelty and inhumanity with more cruelty. It is possible to understand the business that has faced losses regardless of its attitude towards racism, the measures it takes to combat it, and the funds that have been and will be spent on solving this problem.
There are different perspectives, but one truth should remain unchanged for all participants in the movement: both protesters and police officers, as well as companies. Everyone should take a moment to remember that nothing is more important than human life!
On the day after Donald Trump's election, New Balance's public relations chief, Matthew LeBreton, gave a brief comment to the Wall Street Journal that sparked a disproportionate backlash from the public. LeBreton supported the new president's economic policies, leading Trump's opponents to label NB as "the official shoe of white people" and engage in protests by burning sneakers. NB had to make a significant effort to justify its response to this comment.
On the other hand, some brands use political statements to gain attention. The Chanel Spring/Summer 2014 show took place on a recreated Parisian street, where models walked with signs and shouted slogans in support of feminism. The question of Karl Lagerfeld's commitment to women's rights is less important here, as the show attracted attention not only from brand fans but also from a wide range of people who were not involved in the fashion industry but were interested in feminism. The show sparked debates and discussions, which means that one of its goals was achieved.
The situation in the United States has forced many people to reconsider their attitude towards political statements. George Floyd was killed during a police arrest in Minneapolis, Minnesota, on May 25, 2020, and since then, there have been ongoing protests across the country. Many brands have also taken a stand on this issue.
Nike has released an anti-racism advertisement titled "For once, don't do it!".
"Don't pretend that there's no problem in America. Don't turn your back on racism. Don't accept innocent lives being taken from us. Don't make any more excuses. Don't think this doesn't affect you. Don't sit back and be silent".
Opinions on the ad company were divided. Make Love Not Porn founder Cindy Gallop tweeted that Nike has a "white" board of directors. Nike responded that the board includes several African Americans.
Reebok also posted a post on Instagram:
"Without the black community, Reebok would not exist. America would not exist. We are not asking you to buy our shoes. We are asking you to walk in someone else's. To stand in solidarity. To find our common ground of humanity".
Many brands have commented on their social media pages.
Luxury brands have also taken a stand. Gucci published a poem by Black artist Cleo Wade, who is co-chair of the Brand Change Council. The council represents a group of public leaders who received $5 million in charitable funding after the black balaclava turtleneck scandal in the winter of 2019. Louis Vuitton released a video titled "Make a change. Freedom from racism towards peace together". Several other brands have also made statements, but many of the major fashion houses have chosen to remain neutral.
Rihanna's brand Savage x Fenty (Fenty is also part of the LVMH conglomerate) has called on people to #PullUp. "Now is not the time to be silent or stand by". The brand has also announced that it plans to make a donation to an organization that provides bail funds for those who cannot afford to pay for themselves, as well as to the New York-based coalition for the #BlackLivesMatters movement.
Mark Jacobs, a renowned American designer and former artistic director of the Louis Vuitton fashion house, also expressed his opinion on his Instagram page, stating that property can be replaced, but human life cannot.
Victims of the pogroms in New York, Dolce&Gabbana also did not stand aside and supported the #blackouttuesday campaign:
"We are listening. We are learning. Change is needed and we all need to be part of the process. Over the next several days we will be taking the time to identify how Dolce&Gabbana can be part of the solution".
Indeed, America is engulfed in protests, with shops destroyed and streets blocked. The economic consequences of the BLM movement will be felt not only by well-known fashion houses, but also by the economy as a whole. There may have been alternative methods of influence, but society chose a revolutionary approach. It is difficult to blame them, as it is easier to respond to cruelty and inhumanity with more cruelty. It is possible to understand the business that has faced losses regardless of its attitude towards racism, the measures it takes to combat it, and the funds that have been and will be spent on solving this problem.
There are different perspectives, but one truth should remain unchanged for all participants in the movement: both protesters and police officers, as well as companies. Everyone should take a moment to remember that nothing is more important than human life!