When fashion labels started declaring "Black lives matter" and claiming efforts of diversifying their companies, Aurora — founder of the shoe and handbag brand Brother Vellies — made sure to hold them accountable by kickstarting the Fifteen Percent Pledge. The initiative prompts retailers to commit at least 15 percent of their shelf to Black-owned businesses, since Black people make up about 15 percent of the US population.
"So many of your businesses are built on Black spending power," Aurora wrote on Instagram after announcing the enterprise. "So many of your stores are set up in Black communities. So many of your sponsored posts are seen on Black feeds. This is the least you can do for us. We represent 15% of the population and we need to represent 15% of your shelf space."
So far, companies including Sephora, Macy's, Bloomingdales, Madewell, Yelp!, Vogue, and InStyle have taken the pledge. Aurora's progressive pursuit earned her a handful of honours, such as Footwear News's person of the year award and GQ's change agent of the year accolade, as well as being revered on Bloomberg's list of 50 industry trailblazers and becoming one of the British Fashion Council Awards' honourees in the People category.