It’s been nearly a year since Aurora James, the Canadian-born creative director and founder of Brother Vellies and activist added another significant title to her resume — founder of the 15 Percent Pledge. Started in May 2020 “in direct response to the murders of George Floyd and Breonna Taylor” at the hands of law enforcement, James tells
FASHION, the Pledge calls on major retailers to commit at least 15 percent of their shelf space to Black-owned businesses. In the intervening months, brands like Sephora, Gap Inc. and Moda Operandi, not to mention Canadian mega-brand Indigo, have all taken the Pledge.
After working with Gap on their commitment to the Pledge, the New York-based multi-hyphenate appeared in the brand’s new Spring 2021 “Generation Good” campaign, described in a press release from the iconic American brand as “a collective of unique individuals taking action as forces for good.” James models alongside folks including anti-bullying activist Nandi Hildebrand, skateboarder Evan Mock and Ina Bhoopalam, a gender equality and climate justice activist. “Acting on the shared values of inclusion, diversity, sustainability and community, these groundbreakers are changing the paradigm, propelling a real shift in how we show up, represent, listen and learn across generations,” the release continues. “Through founding ideals and creative expression, Generation Good inspires the good in all of us, working together for a brighter future.”