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How brands react to Black Lives Matter movement?
By SmartBranding Team access_time 3 min read

We can all agree that 2020 didn’t really start off the right foot. After Covid-19 made this year hard for the whole of humanity, another horrible event followed. The death of George Floyd has shaken society on a whole new level. Awareness about these burning problems was raised and it keeps spreading. Social media is flooded with solidarity messages, resources to learn about systematic racism, and how to prevent or help with the problem.

We explored what brands did to help fight against Covid-19 and how they supported Pride Month. Now it’s time to see how they reacted to the issues affecting black community and how they showed support.

Some brands used their voice to spread the message and show the support to the Black Lives Matter movement to campaign against racism and violence towards people of color. Here, we explore what did brands do to help bring justice to all black people in the world.

Nike and Adidas joined forces against racism with their ‘For once, don’t do it’ commercial. Just like Nike and Adidas, Mark Jacobs also supported the cause although their stores were trashed. He posted pictures with names of George Floyd and of Sandra Bland with an “A life cannot be replaced” label text. Gucci posted a text on Instagram stating that they are mourning and demanding justice for the violence against black people. They also announced that they will be donating to NAACP, Campaign Zero, and Know Your Rights Camp.

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Versace showed their support on their Instagram account by adding 3 posts to raise awareness on the topic. They are also donating to NAACP Legal Defense and Education Fund, America’s premier legal organization fighting for racial justice.

H&M is donating half a million dollars to organizations engaging for black people’s rights like the Color of Change and the American Civil Liberties Union. London-based brand ASAI stood up in honor of George Floyd by famous Rihanna dress from which sales all profits will go to Black Lives Matter, Solace Women’s Aid, and The Voice of Domestic Workers.

SAVAGE X FENTY is donating funds to support Black Lives Matter New York and The Bail Project while adding that “Now is not the time to stay silent or stand by.” FENTY also announced that they will be making donations to the organization’s Color of Change and Movement for Black Lives.

French Luxury Group Kering and Alexander McQueen revealed that they will be donating to NAACP. Meanwhile, Ottolinger and Marta Jakubowski have chosen to donate to Black Visions Collective.

Dior and The Prada Group stated that they are allies in the fight against racism. They said that stand with all black people who suffer injustice and do not tolerate violence, discrimination, or senseless acts.

Louis Vuitton posted a text “MAKE A CHANGE. FREEDOM FROM RACISM TOWARDS PEACE TOGETHER.” with a video by Julian Klincewicz commissioned by Virgil Abloh as a start off for his season with this brand.

Levi’s is making a $100,000 donation to American Civil Liberties Union (ACLU). In addition, the Levi Strauss Foundation is making a $100,000 grant to Live Free USA, an organization on the front lines of social justice issues.

Beauty industry brands also joined the rebellion again systematic racism. Glosser said that they would donate $500,000 to organizations fighting racial injustice, including Black Lives Matter, The NAACP Legal Defense and Educational Fund, and We The Protesters. An additional $500,000 in grants will be given to Black-owned beauty businesses. Youth to the People donated $50 000 to Black Lives Matter, The NAACP Legal Defense and Education Fund, and Black Girls Code.