Aurora James

Aurora James is a renowned Canadian creative director, fashion designer, and activist who has significantly influenced the fashion industry and social justice movements. In 2013, she founded Brother Vellies, a fashion label dedicated to celebrating traditional African design practices. Under her leadership, Brother Vellies has become synonymous with high-quality craftsmanship and ethical production, showcasing the talents of artisans from Africa and beyond. James’s commitment to sustainability and cultural appreciation has garnered her widespread acclaim, including the prestigious CFDA/Vogue Fashion Fund prize in 2015.

In addition to her work with Brother Vellies, James is the visionary behind the 15 Percent Pledge, an initiative she launched in 2020 to advocate for Black-owned businesses. This non-profit organization encourages major retailers to allocate 15% of their shelf space to Black-owned brands, aiming to foster economic equity and support marginalized communities. The 15 Percent Pledge has gained traction and recognition, positioning James as a leading voice in the fight for diversity and representation in the retail sector.

James’s influence extends beyond fashion; she has been featured on the cover of *Vogue* and was named one of *Time* magazine’s 100 most influential people in 2021. Her designs have been worn by numerous celebrities and activists, further amplifying her message of social responsibility and empowerment.

In 2023, James released her memoir, *Wildflower*, which has been praised for its lyrical prose and candid storytelling. Through her multifaceted career, Aurora James continues to inspire change, championing both creativity and social justice in the fashion world and beyond.