10 Examples of Fashion & Beauty Brands Doing Diversity Right
DEI: Past, Present, Future
While is seems like many big businesses are retreating from their DEI initiatives, there is still a need for DEI in the fashion and beauty industries. Diversity in branding is not optional – it’s essential. Todays’s consumers value inclusivity, representation and authenticity and the brands leading the charge are setting the gold standard for others to follow. From beauty to fashion, here’s a curated list of 10 brands doing diversity right in 2024, and the lessons they teach us when looking to embrace inclusivity in marketing:
1. Fenty Beauty
Why They Shine:
- Founded by Rihanna, Fenty Beauty disrupted the beauty industry by launching with 40+ foundation shades, prioritizing inclusivity for all skin tones. On Instagram, the brand showcased different selections of shades to
- Their campaigns feature diverse models across ethnicities, genders, and abilities, making beauty truly accessible.
Lesson: Celebrate individuality and ensure product accessibility for all demographics.
2. Savage X Fenty
Why They Shine:
- Savage X Fenty redefined lingerie marketing by showcasing body diversity, featuring models of all shapes, sizes, and abilities.
- Their fashion shows spotlight inclusivity with bold storytelling and representation across gender and cultural spectrums. Their most noteworthy fashion show themed around diversity showcased models including men, women and non-binary models..
Lesson: Representation matters. Make inclusivity a cornerstone of storytelling.
3. Nike
Why They Shine:
- Nike consistently incorporates diversity in its campaigns, including athletes from underrepresented groups.
- Their “You Can’t Stop Us” campaign highlighted unity and diversity, featuring athletes of different abilities, ethnicities, and sports.
Lesson: Use your platform to amplify diverse voices and unite audiences.
4. Chromat
Why They Shine:
- Chromat is a fashion brand that prioritizes inclusivity by designing swimwear and athletic wear for all body types and abilities.
- Their campaigns feature transgender, nonbinary, and differently-abled models, breaking barriers in fashion.
Lesson: Inclusivity should extend beyond marketing into the very design of your products.
5. Aerie
Why They Shine:
- Aerie’s #AerieREAL campaign champions body positivity by using unretouched images of models of all sizes, ages, and skin conditions.
- They promote natural beauty, helping their audience feel represented and valued.
Lesson: Authenticity resonates. Celebrate natural beauty and challenge traditional beauty standards.
6. Telfar
Why They Shine:
- Black-owned brand Telfar creates unisex luxury handbags accessible in price and design.
- Their tagline, “Not for you, for everyone,” speaks to their ethos of inclusivity and accessibility.
Lesson: Inclusivity in pricing can also be a statement of diversity.
7. Skims
Why They Shine:
- Founded by Kim Kardashian, Skims prioritizes body positivity and diversity with campaigns featuring models of different ages, races, and abilities.
- Their inclusive sizing (XXS to 5X) ensures everyone feels represented in their product line.
Lesson: Make inclusivity a consistent part of your product offerings.
8. Epara Skincare
Why They Shine:
- Epara is a Black-owned luxury skincare brand developed for women of color, addressing skin concerns like hyperpigmentation and dryness.
- Their branding highlights underserved communities and empowers women through high-quality products.
Lesson: Identify and serve the unique needs of underrepresented markets.
9. Levi’s
Why They Shine:
- Levi’s campaigns like “Buy Better, Wear Longer” feature diverse storytelling that aligns with sustainability and inclusivity.
- Their advertising showcases models across different ethnicities, genders, and styles.
Lesson: Align diversity with your brand’s larger mission and values.
10. Dove
Why They Shine:
- Dove’s Real Beauty campaign revolutionized marketing by challenging unrealistic beauty standards, featuring women of all sizes, colors, and ages. Their Real Beauty Pledge solidified their commitment to promoting inclusivity, diversity, autonomy, and body confidence.
- They continue to fight against stereotypes, promoting self-esteem in underrepresented communities.
Lesson: Commit to a cause and create long-term, meaningful change.
How to Apply These Lessons:
- Start with Intentionality: Ensure diversity is embedded into your brand’s mission and values.
- Focus on Authentic Representation: Use campaigns that reflect real people and experiences.
- Address Underserved Markets: Offer products or services that meet unique needs.
- Be Transparent: Highlight your efforts and progress toward inclusivity.
What other brands do you think are doing diversity right? Let us know in the comments!
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