McDonald's USA is introducing the "Black & Positively Golden (B&PG) Change of Fashion" program to address the underrepresentation of Black designers in the fashion industry.
The fast-food giant pledges to assist up-and-coming Black designers in overcoming systemic barriers to successfully scale their brands.
The initiative will pair five promising Black designers with five influential Black industry experts for a year-long mentorship.
McDonald's started introducing each designer Thursday in short interviews posted on its @wearegolden Instagram account.
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During the year-long program, the designers will be given access to education, essential resources, funding, and exposure to industry leaders, culminating in the creation of a capsule collection.
The program builds on the foundation laid by McDonald's annual B&PG Change Leaders campaign and will be led by Elaine Welteroth, a Black female media personality and television host with years of experience in navigating the fashion industry.
"Partnering with a global brand like McDonald's, I am honored to leverage my experiences as a fashion editor to mentor the next generation of designers and to ultimately help foster more inclusivity in an industry that thrives on Black culture," Welteroth said in a press release.
Bringing Back Black in Fashion
Black designers have historically made a huge impact on American fashion, from the daring zoot suits of the 1930s to the recognizable hip-hop tracksuits of the 1980s.
However, their presence in the industry is disproportionately low at just 7.3%.
This underrepresentation persists even as the industry constantly capitalizes on Black culture.
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McDonald's USA launched the B&PG Change of Fashion program in response to this disparity, aiming to foster inclusivity and elevate Black talent in fashion.
Through the program, McDonald's and its Owner/Operators will provide each designer with a share of a $200,000 fund.
Participating designers include Heart Roberts, Durrel Dupard, Shareef Mosby, Larissa Muehleder, and Nia Thomas.
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They will be mentored by fashion experts Justina McKee (CEO of Matte Collection), Shawn Howell (retail executive), Jacqueline Cooper (COO of Laquan Smith), and Sherri McMullen (Founder of McMullen), alongside Welteroth.
Tariq Hassan, chief marketing and customer experience officer at McDonald's, emphasized the company's dedication to supporting and investing in the diverse communities it serves; and this time, the brand hopes to push new boundaries to inspire real change for the fashion industry at large.
In an industry still grappling with diversity challenges, the initiative takes a big step towards an inclusive and representative fashion landscape.
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Editing by Katherine 'Makkie' Maclang
