In a world obsessed with fast fashion, excess, and instant gratification, the name Aurora James stands out like a breath of fresh air. As the founder and Creative Director of Brother Vellies, a luxury accessories brand, James has not only established herself as a force within the fashion industry, but she’s become synonymous with sustainable and ethical practices – a true disruptor in every sense of the word.
Fashion enthusiasts and ethical advocates flock to her unique designs that merge African craftsmanship with a contemporary aesthetic. Garnering widespread acclaim and support from the likes of high-profile celebrities and industry insiders, her impact on the global fashion scene is undeniable.
In this blog, we invite you to dive deep into the fascinating journey of Aurora James, her unwavering commitment to change, and the ways in which she’s revolutionizing the fashion industry – one artisanal shoe at a time.
Aurora James: Fashion Industry’s Number One Disruptor
Aurora James, a 38-year-old designer, has made quite a splash in the fashion world with her fearless approach to challenging the status quo. This daring attitude was on full display when New York Congresswoman Alexandria Ocasio-Cortez wore James’ eye-catching “Tax the Rich” dress to the 2021 Met Gala. Garnering international attention, the bold statement solidified James’ reputation as the fashion industry’s number one disruptor.
In addition to making waves with her designs, Aurora James has also shared her incredible journey in a memoir titled “Wildflower.” Despite some questioning if she’s too young for an autobiography, James believes her experiences can inspire others to persevere and create positive change. One such example is her 15 Percent Pledge, which encourages businesses to commit to purchasing and supporting Black-owned brands. As a result, hundreds of Black-owned companies have since appeared on the shelves of major retailers like Nordstrom, demonstrating James’ dedication to creating lasting change in the industry. Vogue’s editor-in-chief, Anna Wintour, even referred to the pledge as “era-defining.” As a once-in-a-generation leader, Aurora James shows no signs of slowing down in her quest for a better and more inclusive future for all.
Aurora James’ Tax the Rich Dress at the Met Gala 2021
Aurora James, a 38-year-old designer known as the fashion industry’s “number one disrupter,” made headlines around the world when she designed the eye-catching “Tax the Rich” dress worn by Congresswoman Alexandria Ocasio-Cortez at the 2021 Met Gala. The dress, a white mermaid gown with a bold red message on its back, was an unapologetic political statement that sparked conversation, debate, and controversy.
James, the founder of the 15 Percent Pledge, an initiative urging retailers to devote 15% of their inventory to Black-owned businesses, aimed to deliver a message with her design. She collaborated with Ocasio-Cortez to create a gown that represents the congresswoman’s values and heritage, incorporating elements such as the Flor de Maga, Puerto Rico’s national flower. The final design, a wool jacket dress with an organza flounce, received wide attention for its striking text, which was embroidered using the handwriting of one of James’s design assistants.
In response to both praise and criticism, James shared her perspective on the design and the importance of using fashion as a platform for change. She emphasized that the purpose of the dress was not just to make a statement but also to start a conversation about wealth disparity and the need for progressive policies. As a testament to James’s fearless approach to challenging the status quo, the “Tax the Rich” dress remains a symbol of her impact as a disrupter in the fashion world.
Wildflower: Memoir of Aurora James
Wildflower, the memoir of Aurora James, tells the captivating story of the fashion industry disruptor’s journey to success. The founder and designer of Brother Vellies and the Fifteen Percent Pledge, James has cemented herself as a force to be reckoned with in the world of fashion. In her new memoir, James reveals the real story behind her rise, offering deeply honest accounts about her personal and professional experiences.
In Wildflower, James opens up about her tumultuous relationship with her mother and overcoming barriers from her past, including sexual abuse and a brief stint in jail. James also celebrates her victories, including her role in the expansion of Brother Vellies from a flea-market find to a fashion magazine mainstay. The memoir showcases how James is not only a talented designer but also an important symbol of perseverance and strength for many young people.
As the originator of the Fifteen Percent Pledge, James is a powerful advocate for positive change in fashion and beyond. By holding space for the complexities of her experiences and celebrating the strength gained from overcoming obstacles, James’s Wildflower serves as an inspiration to readers looking to make an impact in their own lives.
The 15 Percent Pledge by Aurora James
Aurora James, a prominent fashion industry disruptor, has made a significant impact with her groundbreaking initiative called the 15 Percent Pledge. This commitment encourages retailers to dedicate 15% of their shelf space to Black-owned businesses. Since its inception, the pledge has helped hundreds of Black-owned brands gain exposure and thrive in major retailers, such as Nordstrom.
The success of the 15 Percent Pledge is attributed to Aurora’s dedication to not just checking a box but ensuring these businesses prosper in the retail environment. Vogue’s editor-in-chief, Anna Wintour, has even called the pledge era-defining. As a once-in-a-generation leader, Aurora James is steadfast in her vision of designing a better future for everyone.
Aurora’s journey in the fashion world began with the launch of her sustainable luxury accessories brand, Brother Vellies, in 2013. Since then, she has accomplished numerous feats, including dressing New York Congresswoman Alexandria Ocasio-Cortez for the 2021 Met Gala, founding the 15 Percent Pledge, and becoming the vice-chair of the Council of Fashion Designers of America (CFDA). Her recently published memoir, “Wildflower,” offers an inside look at her remarkable journey to success.
Aurora James’ Commitment to Designing a Better Future for All
Aurora James, a trailblazer in the world of fashion, is passionate about creating a brighter future for all. This 38-year-old designer has constantly challenged the status quo while advocating for diversity, sustainability, and inclusion. Aurora’s commitment to empowering local artisans and celebrating the beauty in various cultures drives her brand, Brother Vellies, to be a game-changer in the industry. The unique designs produced by her brand not only turn heads but set a new standard for how fashion should be approached.
One significant aspect of James’ work is the 15 Percent Pledge. This pledge calls on retailers to dedicate 15% of their shelf space to Black-owned businesses, aiming to create a more equitable fashion industry. It has been praised as “era-defining” by Vogue’s editor in chief, Anna Wintour. Aurora continues to strive for positive change by working with local artisans in Africa who use traditional techniques and sustainable materials in their crafts, preserving their cultural heritage. The brand also champions the use of recycled materials and natural dyes, minimizing the environmental impact of each product. This undeniable commitment to creating a better future has earned Aurora the title of the fashion industry’s number one disruptor.
Hailed as Once-in-a-Generation Leader: Aurora James
Hailed as a once-in-a-generation leader, Aurora James has made a significant impact on the fashion industry. At just 38 years old, she is not afraid to challenge the status quo and has been called the fashion industry’s “number one disrupter.” Her bold designs, such as the “Tax the Rich” dress worn by New York Congresswoman Alexandria Ocasio-Cortez to the 2021 Met Gala, have caught the attention of people all around the world.
Aurora James’ incredible journey has been documented by various sources, but now she shares the story in her own words through her memoir, “Wildflower.” In it, she addresses concerns that she might be too young to write an autobiography. However, her accomplishments speak for themselves. One such accomplishment is the 15 Percent Pledge, which challenges businesses to commit 15% of their shelf space to Black-owned brands. This movement has since led to the addition of hundreds of Black-owned brands in major retailers like Nordstrom. The 15 Percent Pledge has even been referred to as “era defining” by Vogue’s editor-in-chief, Anna Wintour. Aurora James’ relentless determination and commitment to designing a better future for all continue to inspire others and reshape the world of fashion.
Aurora James’ Struggles as a Young Designer
Aurora James, a talented and passionate designer, started her journey in the competitive world of fashion at a young age. She faced numerous struggles and obstacles, but her tenacity and passion for designing kept her going. Despite the challenges she faced, Aurora proved to have an incredible eye for unique and innovative designs, earning her the title of the fashion industry’s “number one disrupter.”
One of her most iconic creations was the “Tax the Rich” dress, worn by New York Congresswoman Alexandria Ocasio-Cortez at the 2021 Met Gala. The bold statement piece garnered worldwide attention and further cemented Aurora’s reputation as a fearless and influential designer. In her memoir, “Wildflower,” Aurora shares her inspiring journey and the experiences that led her to create groundbreaking change in the fashion world.
As the founder of the 15 Percent Pledge, Aurora urged major retailers to allocate 15% of their shelf space to Black-owned businesses, contributing to a more diverse and inclusive industry. Hundreds of Black-owned brands have since gained visibility in stores like Nordstrom and Sephora, proving that Aurora’s commitment to change extends beyond fashion design. Vogue’s editor-in-chief, Anna Wintour, has described the pledge as “era-defining.”
Today, Aurora James is widely recognized as a trailblazer and once-in-a-generation leader in the fashion industry. With an unwavering commitment to championing diversity and pushing boundaries, she serves as an inspiration to all.
Aurora James’ Advice to Her Younger Self
Aurora James, a once-in-a-generation leader and fashion industry disruptor, has made a mark in the world of fashion and activism. At the age of 38, she has been referred to as the fashion industry’s number one disrupter and has been unafraid to challenge the status quo. With her impressive designs, like the “Tax the Rich” dress she created for New York Congresswoman Alexandria Ocasio-Cortez to wear at the Met Gala in 2021, she has garnered attention from people all over the world.
In her memoir, “Wildflower,” Aurora James talks about her journey, including her struggles and accomplishments. When asked what she would tell her younger self, Aurora simply responded, “Keep going.” She further explained that all the experiences she endured would prove to be helpful in understanding and perhaps tweaking the world a little bit too.
Aurora’s determination has not only helped her excel in fashion but has also played a critical role in her activism work. She is the founder of the 15 Percent Pledge, an initiative that successfully pushed businesses to dedicate 15% of their shelf space to Black-owned businesses. Her work continues to create a lasting impact, as hundreds of Black-owned brands have been added to the shelves of major retailers like Nordstrom.
Aurora James, a true visionary and trailblazer, embodies the spirit of resilience and determination.
Aurora James’ Influence on Major Retailers like Nordstrom
Aurora James has been making waves in the world of fashion with a mission to ensure that major retailers allocate fair representation for Black-owned fashion and beauty brands. Her groundbreaking 15 Percent Pledge has not only increased visibility for such brands but also encouraged various retailers to reevaluate their buying practices. James’ powerful efforts have led to tangible results, transforming the product mix offered in stores and holding retailers accountable.
Among the giants in the industry, Nordstrom stands out as a noteworthy example of a retailer that has taken the pledge to heart. By committing to the 15 Percent Pledge, Nordstrom has successfully added hundreds of Black-owned brands to its shelves. In doing so, it has demonstrated its dedication to creating an inclusive space for both its customers and designers, illustrating the impact of Aurora James’ influence on the industry.
The significance of James’ efforts goes beyond reshaping the retail experience; it fosters opportunities for Black creatives to thrive in a fiercely competitive market. As a result of her dedication and drive, she has been recognized as one of Time’s 100 most influential people of 2021, graced the cover of Vogue, and secured a place on Bloomberg’s 50 Most Influential list. Aurora James’ relentless work as a disruptor in the fashion industry has not only changed the industry for the better but also paved the way for more inclusive and diverse representation in the future.
Aurora James’ Challenge to the Fashion Industry’s Status Quo
Aurora James has made a significant impact on the fashion world, earning herself the title of the industry’s “number one disrupter.” At just 38 years old, this driven and passionate designer has consistently challenged the status quo, unafraid to make bold statements with her work. Perhaps one of her most famous creations is the eye-catching “Tax the Rich” dress worn by New York Congresswoman Alexandria Ocasio-Cortez at the Met Gala in 2021, which garnered attention and sparked conversation across the globe.
James’ fearless approach to breaking boundaries in the world of fashion can also be seen in her advocacy work with the 15 Percent Pledge. This campaign, which she founded, urges major retailers to pledge 15% of their shelf space to Black-owned businesses. Since its inception, hundreds of Black-owned brands have been added to the shelves of large retailers like Nordstrom. For James, the challenge doesn’t stop at simply checking a box but also ensuring that these businesses thrive in their new-found environments, reflecting her dedication to creating a more inclusive and equitable industry. Vogue’s editor-in-chief, Anna Wintour, has even referred to the 15 Percent Pledge as “era defining.”
FAQ
Why is Aurora James famous?
Aurora James is famous for her exceptional work as a Canadian fashion designer and the founder of the successful brand, Brother Vellies. Launched in 2013, Brother Vellies is renowned for its ethically made luxury shoes, handbags, and accessories that are designed in collaboration with artisans from various countries, such as Morocco, Kenya, South Africa, Ethiopia, Haiti, and Mexico. James has continuously received recognition for her contributions to the fashion industry and has won prestigious awards, including the Vogue Fashion Fund Award from the Council of Fashion Designers of America in 2015, and the International Canadian Designer Award at the Canadian Arts & Fashion Awards in 2019. Moreover, her influential advocacy for inclusivity has resulted in the formation of the 15 Percent Pledge, a non-profit initiative that urges major retailers to allocate at least 15 percent of their purchasing power to Black-owned businesses and creatives. This initiative has made substantial progress, with big names such as Sephora, West Elm, Yelp, Rent the Runway, Gap Inc., and Crate & Barrel pledging their support. James’ dedication to ethical, sustainable, and inclusive fashion design and her impact on the industry has made her a prominent figure in the world of fashion.
How did Aurora James become a designer?
Aurora James is a prominent Canadian creative director, activist, poet, and fashion designer. She was born in Canada to a father and Canadian mother and spent her childhood split between Canada and Jamaica. In 2010, Aurora James relocated to New York City and began experimenting with design, testing her creations at local markets. Over the next few years, she worked with various artisan groups, and in 2013, she founded the fashion label Brother Vellies with the goal of promoting traditional African design practices and techniques. The brand’s first collection was produced for the spring 2014 season and was created entirely with shoemakers in South Africa. Since then, James has expanded her production to other countries in Africa and beyond, including Mexico and Honduras, while continuing to promote the work of African artisans. She has won numerous awards for her contributions to the fashion industry, including the 2019 CAFA International Canadian Designer Award.
Does Aurora make her own clothes?
It is known that Aurora’s sister, Viktoria Lutterloh Aksnes, is a clothing designer and has designed outfits for Aurora’s stage performances, photoshoots, and music videos. It is assumed that Aurora also wears clothes created by her sister on a regular basis, based on what she writes on her Instagram page and the outfits she has been seen wearing. In addition, Aurora has donated some of her clothes to a second-hand shop in Norway. However, it is not clear if Aurora makes her own clothes or where she sources her everyday attire, particularly her shoes. Overall, while Aurora’s sister is known to design her clothing, there is no definitive information indicating that Aurora has created her own garments.
Who started brother Vellies?
Brother Vellies was founded by Aurora James, who is the creative director and founder of the brand. Born in Toronto to a Canadian mother and Ghanaian father, James launched the brand in 2013 with a mission to promote the amazing work of local artisans while ensuring their work stays authentic, recognized, and supported. The brand produces stunning shoes and accessories made with traditional production methods and techniques that James learned from African locals over a decade ago. Her sustainable accessories line draws inspiration from the locals she encountered while backpacking through Africa in her 20s. Over time, the brand has expanded to support and empower local artisans in every part of her work. James is also the founder of the non-profit advocacy organization, the Fifteen Percent Pledge, which is dedicated to ensuring black brands are represented in stores to close the racial wealth gap. With over 400 black-owned brands now on the shelves of major retailers such as Sephora and Macy’s, James is working to create an ecosystem that holistically supports black entrepreneurs and brands.
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