McDonald's continues to make strides in championing diversity and inclusion through its Black & Positively Golden (B&PG) Change of Fashion program, aimed at elevating the careers of emerging Black fashion designers. Launched as a part of their broader Black and Positively Golden campaign initiated in 2019, this initiative bridges the gap and addressing the underrepresentation of Black creatives in the fashion industry.
Recognizing the systemic barriers and racial disparities that Black designers face—evidenced by the fact that only 7.3% of American fashion designers are Black—McDonald's has strategically positioned itself to foster inclusivity and provide substantial support to talented individuals. The program is built on the foundational principles of education, empowerment, and entrepreneurship, reflecting McDonald’s ongoing effort to uplift the Black community.
Officially announced on June 6, 2024, the B&PG Change of Fashion program features notable collaborations with industry experts such as Elaine Welteroth, a prominent media personality and former fashion editor, who brings her expertise and personal experience to mentor the next generation. Alongside Welteroth, the program enlists the guidance of fashion insiders, including Justina McKee, CEO of Matte Collection; Shawn Howell, a retail executive; Jacqueline Cooper, COO of Laquan Smith; and Sherri McMullen, Founder & CEO of luxury concept retail stores, McMullen.
The initiative is designed to provide a holistic support framework for the selected designers. McDonald’s USA, in collaboration with its Owner/Operators, is investing $200,000 to assist these designers financially. Additionally, the program offers invaluable one-on-one mentorship sessions, access to expert-led masterclasses, and a platform for national exposure through a television commercial that features the designers and their mentors.
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The designers chosen in the 2024 cohort include:
- Durrell Dupard from New Orleans, LA, founder of Freddie Estelle, which specializes in merging streetwear trends with upcycling to create custom designs.
- Shareef Mosby from Richmond, VA, founder of VICTIM15, who transforms utilitarian fabrics into contemporary urban ensembles inspired by personal adversities and traditional artistic themes.
- Larissa Muehleder from New York, NY, founder of Muehleder, a brand that represents the limitless possibilities for those who dare to dream and create.
- Heart Roberts from Brooklyn, NY, founder of HEARTHROB, known for their innovative approach to denim and leather, emphasizing sustainability and high-fashion aesthetics.
- Nia Thomas, from New York, NY, is the founder of Nia Thomas, which produces handcrafted pieces inspired by her global travels and inward discoveries.
The Change of Fashion program builds on the success of McDonald's B&PG Change Leaders program, part of the B&PG Futures 22 platform. Since its inception in 2022, this program has provided over $600,000 in funding to Black thought leaders nationwide. The Black community has had impactful partnerships with organizations such as the NAACP, Boys & Girls Clubs of America, and the National Urban League.
Moreover, McDonald’s efforts extend beyond the fashion industry. The company has continually supported educational opportunities through scholarships for students attending Historically Black Colleges and Universities (HBCUs) in collaboration with the Thurgood Marshall College Fund. McDonald’s B&PG Change of Fashion program is crucial to recalibrating the fashion industry's dynamics, ensuring that Black designers receive the recognition and opportunities they deserve. Interested individuals can follow the designers’ journeys and witness the program's impact by visiting changeoffashion.com or Instagram @wearegolden.
