An excerpt from ‘Wildflower: A Memoir,’ the story of how fashion designer Aurora James pushed American retailers to embrace Black-owned brands.

More designers from Nigeria, South Africa and other African countries are connecting with consumers in international markets by putting their cultures front and centre.

As Nordstrom announces a 10-year partnership with the organisation launched on Instagram after George Floyd’s death to call on retailers to spend more money on Black-owned brands, founder Aurora James and board member Emma Grede tell BoF about keeping up the momentum and supporting entrepreneurs.

Championing values has become one of fashion’s favourite marketing tools. But as brands get more political, they also have an opportunity to drive real impact.

Public pressure, especially from the 15 Percent Pledge, pushed many US-focused businesses to disclose information and promise progress, but the industry is still largely in a planning and promises stage.

The American department store aims to sell $500 million worth of products from Black and Latino brands and diversify its management. Executives tell BoF how they plan to stay on track.

Raf Simons and Muiccia Prada were also among the 20 industry stars recognised at the annual ceremony, which has been reimagined for the pandemic.

Four months after renewed demands for racial justice hit the fashion and beauty industries, what — beyond symbolic gestures — has been done, and what will it take to make initiatives like the 15 Percent Pledge work?