There's no denying that issues surrounding diversity representation extend well beyond the runways. Despite cultural developments, advocacy initiatives and movements like Black Lives Matter, creative industries including fashion and beauty are still lacking when it comes to reflecting, injecting and implementing change.

Aware of this, designer and founder of successful accessories label Brother Vellies, Aurora James launched the Fifteen Percent Pledge — otherwise now known as one of the most respected not-for-profits in the US.

Taking to Instagram in May 2020, James called upon the largest retail brands to implement fair black representation on their shelves.

"We represent 15% of the population and we need to represent 15% of your shelf space", James wrote on her social media post.

Since that post, over 28 of the world's most recognised retailers have taken the pledge, collectively redirecting $14 billion in revenue to black-owned brands.

Designed to encourage retailers to pledge at least 15 percent of their shelf space to black-owned businesses, the US-based non-profit organisation, conducts audits, shares its database of black-owned businesses, and offers business development strategies to participating companies.

Whilst the Fifteen Percent Pledge's process is straightforward, it was a concept no other business owners or creative had initiated before James.

Despite having only launched in 2020, the New York-based organisation has already had a wealth of success with a range of renowned fashion and beauty brands stepping forward and committing to the pledge.

"We have seen tremendous progress," said Fifteen Percent Pledge founder Aurora James.

Companies that have taken the Fifteen Percent Pledge include Victoria's Secret, Ulta, Nordstrom, Matches Fashion and more.

Whilst the range of businesses involved in the Fifteen Percent Pledge spans across a variety of niches, beauty and fashion remain to be the organisation's two focal points.

As the number of retailers and corporations joining the organisation rapidly increases, the Fifteen Percent Pledge has acquired the status and respect of the industry's elite.

This acquirement of major retailers and corporations has also seen the organisation gain attention from both media and press, locally and overseas.

"We have partnered with brands who made big commitments", said James in a statement.

In order to see change in the industry we need to demand it, and Aurora James along with her team at the Fifteen Percent Pledge are doing exactly just that.

Voicing their concerns and advocating for change has not only enabled James and her team to onboard new brands, but also to educate others on the importance of diversity and representation itself.

At the end of the day, it is up to us as a community to call upon retailers and corporations to change... not just because they have to, but because they too, want to see a shift within the fashion industry

You can find out more about the Fifteen Percent Pledge and who they are working with on their website.

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