Aurora James facts for kids
Quick facts for kids
Aurora James
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| Born | July 12th 1984 (age 40–41) |
| Known for | Fashion design |
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Notable work
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15 Percent Pledge |
| Awards | 2020 The Bloomberg 50 2021 Time 100 |
Aurora James is a Canadian fashion designer, creative director, and activist. She is famous for starting the fashion brand Brother Vellies, which celebrates traditional African designs. She also created the 15 Percent Pledge, a non-profit group that helps Black-owned businesses. In 2023, she published her life story, a book called Wildflower.
Contents
Early Life and Background
Aurora James was born in Guelph, Ontario, Canada. Her father is from Ghana, and her mother is Canadian. Growing up, she lived in both Canada and Jamaica. This mix of cultures influenced her work later in life. In 2010, she moved to the United States, first to Los Angeles and then to New York City.
Career in Fashion
Starting Brother Vellies
After a trip across Africa in 2011, James felt inspired. She started her fashion company, Brother Vellies, in January 2013 with just $3,500 of her own money. Her goal was to share the amazing skills of African craftspeople with the world.
The first collection of Brother Vellies shoes was made in South Africa for the spring 2014 season. James later worked with artisans in other countries, like Mexico and Honduras. The brand became known for its unique desert boots, shoes, slippers, and sandals. In 2015, she also started designing handbags.
Gaining Recognition
In 2015, James won a major award from the CFDA/Vogue Fashion Fund. This award helped her and her brand become more famous. By 2020, she was so well-known that she appeared on the cover of Vogue magazine's September issue.
In 2021, U.S. Representative Alexandria Ocasio-Cortez wore a dress designed by James to the Met Gala. The dress had the words "Tax the Rich" on the back. This caused a lot of discussion because some news reports said that James's own company owed taxes. This led to a debate about her political message.
Many famous people, including Beyoncé, Solange Knowles, and Nicki Minaj, have worn designs from Brother Vellies. In 2022, James was chosen to be a Vice Chair of the CFDA, a very important role in the American fashion industry.
The 15 Percent Pledge
In 2020, following the murder of George Floyd and the rise of the Black Lives Matter movement, James wanted to find a way for big companies to make a real difference. On May 29, she made an Instagram post that started the 15 Percent Pledge.
The idea was simple but powerful. She asked major stores to promise that 15% of the products on their shelves would come from Black-owned businesses. This number was chosen because Black people make up about 15% of the U.S. population.
The 15 Percent Pledge became a non-profit foundation. It helps companies find and work with Black-owned brands. The main goal is to help these businesses succeed and build wealth in Black communities for generations to come.
Memoir: Wildflower
James released her memoir, Wildflower, in May 2023. In the book, she shares her life story with honesty. Reviewers praised the book for being inspiring and well-written.
Kirkus Reviews called it "A well-written, profoundly empathetic memoir from an entrepreneur with a very bright future." Another review in Harper's Bazaar said that James "movingly intertwines memories of her youth with deeply honest accounts of the life she leads today." The book tells the story of how she overcame challenges to succeed in the competitive fashion world.
Awards and Honors
- 2015: Winner, CFDA/Vogue Fashion Fund
- 2016: Inducted into the Council of Fashion Designers of America (CFDA)
- 2016: Winner, Vogue Talents Award
- 2019: Winner, CAFA International Canadian Designer Award
- 2019: Named one of Crain's New York Business 40 Under 40
- 2020: Honored at The British Fashion Awards
- 2020: Named one of The Bloomberg 50
- 2020: Person of the Year, Footwear News
- 2021: Named one of the 100 most influential people by Time magazine
- 2021: Founder's Award at the CFDA Awards
- 2022: Woman of the Year, Glamour magazine
- 2022: Vice Chair of the CFDA
- 2023: CAFA Vanguard Award
