Designer Aurora James is looking to make her mark on the fashion industry in a unique way: by challenging the systemic exclusivity in the industry and understanding the needs of a changing consumer. As a firm believer in inclusivity, Aurora James has taken on the ambitious mission of getting more Black designers and brands into higher-end fashion stores in an effort to make the fashion industry more equitable. Through her activist-driven initiative, Aurora aims to right a wrong while making a positive difference in the world of fashion.
1. Aurora James Takes on Inclusion: Designing Change From the Ground Up
Aurora James is a designer championing a movement toward fashion industry inclusivity. She has been inspiring change by creating programs that provide opportunities to marginalized groups while celebrating and honoring unique cultural backgrounds and identities. Her design collaboration, Brother Vellies, has become an industry leader in creating innovative designs that embody the principles of inclusivity and social justice.
Aurora James is focused on creating opportunities for minority and indigenous designers to learn and thrive in the fashion industry. She helps to develop marketable skills and to build meaningful relationships with influential people in the industry. Through her work, Aurora hopes to challenge the traditional notions of what is considered fashionable, and create a new, more inclusive fashion landscape. Her efforts have been bolstered by awards and recognition such as the CFDA award for Fashion Entreprenearch of the Year, and her role as an ambassador for the UN’s Sustainable Development Goals.
By striving for inclusivity and pushing against the status quo, Aurora is leading a global movement to embrace the beautiful diversity of all cultures and identities. Through her efforts, she is slowly but surely reshaping the world of fashion to be a more equitable, open, and welcoming industry.
2. Aurora James’ Mission for Inclusion: Closing the Gap Between Consumers and Creators
With a mission to support and nurture young and eager creative talent, Aurora James has made it her pledge to ensure that underrepresented voices in the fashion industry receive the recognition and acknowledgement they deserve. Her work has sought to close the gap between creators and consumers to ultimately create a much richer and more diverse playing field within the fashion world.
James’ mission for inclusion has taken many shapes and forms over the years, with her inspiring initiatives leading to reforms and changes across the fashion industry. From The Fifteen Percent Pledge, which requires major retailers to commit to stocking at least 15% of their shelves with products from Black-owned businesses, to spearheading the Brother Vellies Impact Fund, which provides capital to underrepresented entrepreneurs and creatives – James’ commitment to providing opportunities for everyone, regardless of race or background, is commendable.
3. Aurora James’ Push to Get Things Right: Prominent Designer Fights for More Diverse Representation
Canadian fashion designer Aurora James has brought a whole new perspective to the idea of fair representation. Through her program 15 Percent Pledge, the designer is calling on massive retailers to offer an assortment of items that accurately represent their customer base. By ensuring 15 percent of their offerings come from Black-owned businesses, the program offers powerful momentum for an industry desperately in need of change.
James deploys her knowledge and power to demand equitable access, inclusivity, and fairness in a predominantly white landscape. Her mission amplifies the message of Black creatives, founders, and entrepreneurs. James encourages her fellow creatives—and the entire fashion industry—to recognize and celebrate Black creatives:
- Donations to racial justice causes
- Celebrating and spotlighting the work of Black designers and entrepreneurs
- Making an effort to ensure their teams and workspaces are diverse and culturally aware
- Actively working towards creating a more equitable system in the industry
James is not only leading by example; she is paving the way for more diverse representation in the fashion world. Other designers, including Marc Jacobs and Tory Burch, have joined the movement, signifying a long-awaited change. James’ innovative and inspiring program may very well spark the transformation of an entire industry.
4. Paving the Way for Change: Aurora James Works for a More Inclusive Future
Pattern-Breaking Perfection
Aurora James is a fashion haven, a former creative director and stylist, and a bright young woman determined to turn her resourcefulness into a powerful voice. She is paving the way for a more equitable and inclusive fashion industry through her groundbreaking work.
Her self-nullified mission—assigned to her by the industry—is to challenge the universal status quo. Raising awareness through her activism, James has made it her own agenda to promote diversity and inclusion in fashion’s hiring, production, and marketing. As part of her initiative, she has established a program that requires companies to source 15% of their products from Black-owned businesses.
With this commitment, Aurora James is actively striving for a more equitable, ethical, and sustainable fashion future. By supporting minority-owned businesses, she’s innovating a new path for the industry, while simultaneously providing support and recognition to those striving to effect systemic change. Whether it’s through producing new design and materials, or making strides towards weight-inclusivity, James is showing us that it’s alright to speak up and follow our own dreams.
Her work has sparked much-needed conversations across the industry, leading to real and lasting changes, proving that, if we put our minds to it, anything is possible. Aurora James is proving that fashion—a cornerstone of self-expression and individuality—can and should always be a reflection of inclusion.
Designer Aurora James is unapologetically reshaping the future of fashion by advocating for others and tackling the status quo. Her initiative is an inspiring reminder that everybody deserves to have their voice heard, and that no wrong should go uncorrected. By just a few simple steps, we can all start to make progress towards true inclusion within the fashion industry.
