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Asai X Fenty collaboration
ASAI x Fenty, 2019Photography Florian Joahn

Here are the brands who have posted in support of Black Lives Matter

Who showed their solidarity, who shared educational links and resources, and who opened their purses

In light of the murder of George Floyd at the hands of police officer Derek Chauvin, social media has seen an outpouring of support for the Black Lives Matter movement. Taking to Instagram, Twitter, and more, people around the world have shared messages of solidarity, learning resources, and links to charitable organisations, while calling for an end to the police brutality and systemic racism black people face every day.

Also showing support for the movement, and in some cases the protests sparked by Floyd’s death this weekend, were various members of the fashion industry – with the likes of NikeMarc Jacobs, Gucci, and Savage x Fenty all sharing posts. Telfar, meanwhile, simply shared a poignant photo of a burning NYPD van.

Along with a photo of his LA boutique, which was raided during protests this weekend, Jacobs wrote “A life cannot be replaced. Black Lives Matter”, while Nike posted a moving video which was widely shared – including, surprisingly, by adidas, which retweeted the post. A small number put their money where their mouths are and pledged actual donations – but seemingly, unless the buildings burning are 13th century cathedrals, many don’t want to know.

Being much more vocal about what’s happening around the world this weekend were smaller, emerging brands and young designers. London-based creative A Sai Ta of ASAI announcing all profits from his latest Rihanna-approved dress will be donated to Black Lives Matter (as well as two other charities).

He also called out the fashion industry’s silence on what’s currently happening – a sentiment echoed by the likes of Duckie Thot and Aaron Philip. Elsewhere, the likes of Puppets and Puppets, Ninamounah, and Vaquera all posted info and links to donation points.

Notably, plenty of labels have remained shockingly quiet in the last few days – here, we’ve compiled a list of the brands showing support, speaking out, and, most importantly, coughing up funds, which we’ll be adding to regularly in the coming days. Here’s hoping it grows exponentially.



Rising designer ASAI announced he will donate all profits from his latest Hot Wok Dress to Black Lives Matter (as well as Solace Women’s Aid and The Voice of Domestic Workers), with a percentage of all future sales also going to BLM. He also used his platform to call out the industry’s silence, writing: “The fashion industry has exploited black bodies under the term diversity but stay silent when the time is now to protect the bodies and the skin (your) runways, front covers, editorials love so much. I see you.” The designer has also shared numerous resources on his IG stories.


Eckhaus Latta announced it would match all donations to The Bail Project on June 1, calling for followers to DM screenshots of their donation receipts.


Referring to the moment Rihanna called on non-black people who think of themselves as allies to ‘pull up’ for their black friends and peers back in February, the label wrote: “There’s nothing else we can say that wasn’t already perfectly said by our founder, Rihanna,” on its IG. Instead, it’s putting its money where its mouth is and donating funds to support Black Lives Matter New York and The Bail Project, which provides free bail assistance to those in need of it. “Now is not the time to stay silent or stand by,” it added.


Rihanna’s label announced it would be closing for business to honour #BlackoutTuesday and stand in solidarity with the black community. “This is not a day off. This is a day to reflect and find ways to make real change. This is a day to #PullUp,” it wrote in an IG post. Fenty also revealed it would be making donations to two organisations: Color of Change and Movement for Black Lives.


The London skate brand has pledged $1 million to BLM-related causes, with initial funds going to The Stephen Lawrence Charitable Trust and Black Lives Matter itself. “We stand firmly with all protesters seeking justice against police brutality and racism,” the label wrote on its Instagram, adding “This ain’t some bandwagon shit tbh it just took a hot minute to figure out if I could drum up a mill by the end of the year and work out what we’re going to do long-term.”


After announcing 50 per cent of its profits would be donated to various bailout funds across the weekend (before changing this to 100 per cent for the rest of the week), Collina Strada also used Instagram to share various links to charitable causes, educational resources, and tips on how to protest safely. 


Copenhagen-based label Ganni has pledged 100,000 euros which will be split between Black Lives Matter, grassroots civil rights organisation NAACP, and legal aid non-profit initiative ACLU. Having recently come under fire for a distinct lack of diversity within ‘the Ganni sisterhood’ on an Elle cover last week, the label also committed to commissioning black creatives to create work for its platforms, and called for those thinking about purchasing something from its online store this week to ‘consider donating to an anti-racism organisations instead’.  


The brand announced it would donate 20 per cent of sales to Black Lives Matter in this post.


The sportswear label, working with Converse, which it also owns, has pledged $40 million to support the Black community, and committed to investing in “organisations that put social justice, education, and addressing racial inequality in America at the centre of their work.” In addition to this, Michael Jordan and the Jordan label have pledged $100 million across the course of the next ten years to a series of similar causes. 


The cult label announced it would be donating 100 per cent of profits from a special sale to The Bail Project until Sunday, June 9. 


The cult LA clothing brand has committed to matching donations of $50 (up to $10,000) for three vital Black creative and community spaces at the heart of the city. 


Having faced backlash for an earlier tone-deaf post, London-based designer has pledged an undisclosed personal donation to the UK Black Pride organisation. “I want to make it clear that I stand in solidarity with everyone demonstrating against racism and police brutality around the world,” Anderson wrote in a post, adding more on his committment to continue learning on the matter. Loewe, the brand Anderson is creative director of, also posted its support of the movement.


A number of cult labels including Pyer Moss, Noah, Awake, Just Don, and more came together to release a t-shirt bearing George Floyd’s initials, announcing that 100 per cent of proceeds would be given to his family. 


“Increase the peace defund the police!!!!” Brain Dead announced on its Instagram as it debuted a t-shirt bearing the same message. All proceeds are set to be donated to the People’s City Council.


Trapstar has dropped a t-shirt and announced all proceeds will go to Black Lives Matter, The Stephen Lawrence Trust, and a fund benefiting the family of Belly Mujinga. The London-based label also pledged a donation of $5000 to BLM.


Kering, which owns Balenciaga, Saint Laurent, Gucci, and Bottega Veneta is donating an undisclosed amount of money to the NAACP.


The label took to Instagram to show solidarity with the BLM movementm, and announced it would be making a donation to the NAACP.


The Berlin-based brand announced 100 per cent of profits from now until Friday, June 5 will be donated to the Black Visions Collective.


London-based designer Jakubowski is selling made-to-order cut-out tops, with all profits also going to the Black Visions Collective.


US based glasses label Warby Parker announced a $1 million donation to organisations and initiatives combating systemic racism. “We see you, we stand with you,” it told its ‘black community members, employees, customers, colleagues, and friends’ on Instagram. Followers are calling for the brand to clarify exactly which initiatives will benefit from the funds.


Christopher Kane has announced the “first step in an ongoing effort to action our solidarity” with the Black Lives Matter movement, announcing it will be donating money to Black Minds Matter and The Stephen Lawrence Trust. “We are also committed to educating ourselves and pushing for policy change while supporting young Black creatives within the fashion community.”


The label posted a series of links to resources and announced an undisclosed amount is set to be donated to the ACLU


The label posted a message of solidarity over the weekend, before following it up with news of donations going to @NAACP, @campaignzero, and @yourrightscamp. The label will also halt all Gucci operations in the US to allow employees a day of mourning, honour those lost, and consider the ways in which they can be part of the solution.



After protesters broke into his Rodeo Drive store, the designer shared a photo of its defaced plaque. With ‘Marc Jacobs’ struck through and replaced with George Floyd and Sandra Bland’s names, the designer wrote ‘A life cannot be replaced. Black Lives Matter’ in an accompanying caption. Since Floyd’s death, Jacobs has also been posting learning resources, links to charitable causes, and messages of solidarity on both his IG grid and his stories.


Having posted Black Lives Matter images, as well as a viral video of young gospel artist Keedron Bryant singing, Simon Porte Jacquemus posted a series of links to education resources in his and funds in his Instastories. 


The NY label shared a list of learning resources and materials across its Instagram