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With workshops in South Africa, Ethiopia, Kenya, and Morocco, the brand provides a lifeline for regional handcrafts. When James won the 2015 CFDA/Vogue Fashion Fund award, it aligned with a retail sea change that saw consumers suddenly as Michael Myers Haddonfield Herald Sign Halloween 2020 Shirt interested in the backstories of the brands they bought as they were in their fashion. “Aurora was way ahead of the curve on that front,” says designer Brandon Maxwell, a longtime friend. “People want to know what the values are of the brand they’re spending on, and Aurora lives those. Women don’t just want the product—they want to be like her, and that is a very special combination.” The pan-Africanism of James’s vision also shines through. “[It’s] the idea that you can have this Black-owned luxury product made by indigenous Black artists on the African continent,” says Welteroth. “And to know that by buying into this brand you’re also investing in a micro-economy that is going to enable Black women to provide for their families and become economically independent—it speaks to a new idea of what luxury is.”
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