Aurora James
Founder, Fifteen Percent Pledge; Founder & Creative Director, Brother Vellies
The brains behind fashion’s era-defining Fifteen Percent Pledge has shaken up the way the industry approaches inclusion — and accountability.
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In 2020, in response to the murder of George Floyd and ensuing ripple of racial reckonings, Aurora James founded the Fifteen Percent Pledge, a non-profit that partners with retailers to commit 15 percent (roughly, the percentage of the population the Black community makes up) of their shelves and purchasing power to Black-owned businesses.
Participating retailers include Nordstrom, Sephora, Ulta Beauty and J.Crew. What started as an Instagram has now spread to over 30 major companies. By 2030, the organisation aims to drive $1.4 trillion to the pockets of Black entrepreneurs and increase Black business representation in retailers by 14.6 percent.
The Toronto-native also founded Brother Vellies, a lifestyle and accessories brand rooted in sustainability and African design practices, in 2013. Brother Vellies has been worn by celebrities and activists including Beyoncé, Nicki Minaj and Elaine Welteroth .
James won the CFDA/Vogue Fashion Fund prize in 2015, and was inducted into the CFDA in 2016. In 2020, she won the British Fashion Award, was named to the Bloomberg 50, and made Time 100’s list of the 100 most influential people in 2021. She appeared on the 2020 August 2020 cover of Vogue.
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Latest News & Analysis
CFDA Vice Chair Aurora James Sued for Fraud
A Brooklyn-based creative agency is suing James and the Fifteen Percent Pledge, the nonprofit she founded, alleging $1 million in unpaid fees for production work on the organisation’s 2026 gala.
How Aurora James Launched the 15% Pledge — Book Excerpt
An excerpt from ‘Wildflower: A Memoir,’ the story of how fashion designer Aurora James pushed American retailers to embrace Black-owned brands.
How African Designers Are Finding Success by Tapping Into Their Cultural Roots
More designers from Nigeria, South Africa and other African countries are connecting with consumers in international markets by putting their cultures front and centre.
One Year Later, the 15 Percent Pledge Raises Its Ambitions
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.
How Brands Can Be Effective Advocates
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.
Retailers Pledged Action on Diversity. Delivery Is Proving More Elusive.
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.
Activists Pushed Retailers to Back Black-Owned Brands. Here’s How Nordstrom Responded.
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.
Jonathan Anderson, Aurora James, Samuel Ross and More Honoured at the Fashion Awards 2020
Raf Simons and Muiccia Prada were also among the 20 industry stars recognised at the annual ceremony, which has been reimagined for the pandemic.
How Fashion and Beauty Can Better Engage with Black Businesses
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?
Why This Black-Owned Beauty Brand Doesn’t Need Sephora
Supa Cent, founder of The Crayon Case, has grown the company into a multimillion-dollar business that’s spawned numerous copycats – without the help of investors or retailers
What is The BoF 500?
The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.
