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Sephora Signs ‘15% Pledge’ to Carry More Black-Owned Brands

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Sephora has become the first major retailer to sign the "Fifteen Percent Pledge."

The pledge asks retailers to give at least 15% shelf space to black-owned brands.


"We were inspired to make the Fifteen Percent Pledge because we believe it’s the right thing to do, for our clients, our industry and for our community," Artemis Patrick, chief merchandising officer at Sephora said in a statement, reported "Today."

A post shared by Sephora (@sephora) on Jun 10, 2020 at 10:02am PDT

"We have seen an incredibly positive response from supporters all over the country, but we're just getting started on conversations with the bigger businesses to ask them to sign and make this a reality," James said.

James shared that she has heard from many consumers who are willing to take the pledge and how they spend their money.

A post shared by 15 Percent Pledge (@15percentpledge) on Jun 10, 2020 at 2:06pm PDT

The company wrote on Instagram that Rent the Runway wants its business to be “substantive and systematic.”

View this post on Instagram

We want our actions as a business to be substantive and systematic, so we are doing the slow work to build a clear and sustained long-term strategy to fight systemic racism and make Rent the Runway, and the wider fashion industry, more diverse and anti-racist. ⁣ ⁣ Today, we are donating $100,000 to immediately support organizations combating racial injustice, including @NAACP and @blackvisionscollective. We will also be allocating an additional $1,000,000 to support Black designers through our wholesale, platform and co-manufacturing initiatives, which includes providing design resources, data, mentorship and financial support to create collections for RTR. It is critically important to us that a significant portion of our $1M goes towards launching fashion brands from Black designers who have not had the investment capital to launch on their own. ⁣ ⁣ For too long, the fashion industry has co-opted the style, inspiration and ideas of Black culture without ensuring that Black people are economically compensated for this. Therefore, we will also support @aurorajames’ #15PercentPledge. We are committing today that at least 15% of the fashion talent that we feature and support moving forward are from the Black community, inclusive of the models in our marketing, the ambassadors we use, and the styling talent, photographers, videographers and crews behind the camera. ⁣ ⁣ We know that the Black community is tired of the long-standing racism and violence. We also acknowledge the cyclical nature of society’s attention to moments of such injustice, so we vow to take systematic actions as a business that will last beyond this current moment in time. This is just the start, and we look forward to sharing further details on other plans soon. Our work has just begun.⁣

A post shared by Rent the Runway (@renttherunway) on Jun 1, 2020 at 7:15pm PDT

"What we are asking is not that tough, and we are here to help these retailers attain that 15% with clear and attainable goals," James added,

When that happens, James wants companies to "accept where they are at, own it, and figure out how they got there."

The activist explained how this could take a few years, but she said that she is here to help layout a strategy and plan.

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