WHAT FASHION’S ADVOCACY WILL LOOK LIKE IN THE TRUMP ERA
At Glossier, which built its brand on the premise of "democratising beauty," its advocacy centres on "equity, inclusion [and] representation," emphasising its mostly women corporate staff and customer base, said Roya Shariat, the brand's director of social impact and communications.
In October, ahead of the election, the brand placed an ad in The New York Times featuring a woman's bare breasts (with areolas concealed) and the tagline: "Vote for your daughter's future, vote for your grandmother's legacy." The not-so-subtle message took aim at Trump's anti-abortion rhetoric and highlighted the brand's donations to Ignite National, a 55-year-old nonprofit preparing women to run for office, and Reproductive Freedom for All, a pro-choice organisation funding abortion access.
"We've never shied away from being in this space and having a point of view," said Glossier chief marketing officer Kleona Mack.
This year, despite legal challenges from conservative groups targeting similar initiatives, the brand doubled down on its Glossier Grant Programme. Launched in 2020, the programme offers $50,000 grants to Black-founded emerging brands and has distributed over $2 million to date. In August, it expanded to include a $100,000 alumni award for past grantees.
The brand has also supported localised advocacy efforts, donating to RAICES in Texas, which advocates for immigrants and asylum seekers, and the Wild West Access Fund in Nevada, which provides financial assistance for abortion care.
