What: a new step toward diversity.

Why is it important: by collaborating with black-owned brands, the department store helps them grow to scale with limited-edition seasonal collections throughout 2021.

The retailer has been working to increase diversity for years especially now given the different factors happening in the USA environment such as protests against police brutality and racial wealth gap.

By introducing more diverse designs not only will raise awareness about the situation and bring Black representation to a known platform but will also offer customers an elevated fashion experience.

Macy's chairman, Gennette, has witnessed a shift with its consumer base in the department store: "We had about 4 million new customers come into our brand this quarter alone and when you look at the profile of these customers, they were younger and they were more diverse […] they were looking for content and experience that more related to their lives and so that was another impetus for us to get busy on this."

The retailer will also implement the 15 Percent Pledge:  allocating 15% of their shelf space to Black-owned businesses.

The first capsule will launch in March 2021. In collaboration with several brands found only at Macy’s, each collection will feature these creatives:

• Zerina Akers: current costume designer for Beyoncé Knowles-Carter.
• Misa Hylton: known for reshaping the fundamentals of style within R&B and hip-hop culture with clients such as Lil Kim and Missy Elliott.
• Aminah Abdul Jillil: luxury shoe brand, known for being bold and feminine. They have worked with Britney Spears and Janet Jackson.
• Allen Onyia: multifaceted style powerhouse, co-founder of UpscaleHype.
• Ouigi Theodore: founder of The Brooklyn Circus.

Macy’s Celebrates Black Creatives with Exclusive Collections Launching in Spring

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