Aurora James Biography
Canadian fashion designer, activist, and creative director Aurora James. She started the clothing line Brother Vellies in 2013 with the intention of promoting traditional African design methods and traditions. James established the 15 Percent Pledge as a nonprofit in 2020 to aid Black-owned companies. In 2023, her autobiography Wildflower was published.
Aurora James Early life
In Guelph, Ontario, Canada, James was born to a Ghanaian father and a Canadian mother. Her early years were split between Jamaica and Canada. James moved to Los Angeles in 2010 and then to New York City.
Her mother, Randa James, is a Canadian, while her father is from Ghana. She grew up in Jamaica and Canada. She was raised by her father, who can only be referred to as Mr. James in the media. About her siblings, not much is known.
After spending a year at Ryerson University studying fashion, Aurora James decided to focus in journalism. After graduating from Ryerson, she worked as an intern for Jeanne Beker at Fashion Television.
Aurora James Career and brand
James spent the following few years experimenting with design, testing ideas at neighborhood markets in New York, and collaborating with various artisan groups after traveling across Africa in 2011. She founded her business, Brother Vellies, in January 2013 with $3,500 in savings and the intention of highlighting the creations of African artists. The first official Brother Vellies collection was designed exclusively with South African shoemakers for the spring 2014 fashion season. Later, James expanded his business to work in Mexico and Honduras as well as other nations in Africa to continue making desert boots, shoes, slippers, and sandals.
James started making handbags for Brother Vellies in 2015, the same year that she received the CFDA/Vogue Fashion Fund award.
In a photograph by Jordan Casteel, James appeared on the cover of the September 2020 issue of Vogue.
Activists, celebrities, musicians, and artists have all worn Brother Vellies, including Beyoncé, Solange Knowles, Nicki Minaj, and Elaine Welteroth. Alexandria Ocasio-Cortez wore a dress by James called “Tax the Rich” at the 2021 Met Gala.
The 15 Percent Pledge
After George Floyd’s murder and the subsequent surge of Black Lives Matter movement, James started a program called the 15 Percent Pledge in 2020. on May 29 when, according to Vogue, an Instagram post “immediately went viral and resulted in an outpouring of interest.” To encourage large retailers to allocate 15% of their shelf space to Black-owned businesses, the 15 Percent Pledge Foundation was established as a non-profit. The foundation provides advisory services to multinational organizations as well as advice on strategy and accountability. The foundation’s objectives include promoting Black-owned enterprises and creating generational prosperity in Black communities.
The effort, according to the organization’s website, “was born from seeing multiple acts of social injustice and police brutality in the United States, with a lack of corporate accountability for the systemic issues at play.”
James sought to “find a way that companies could make a tangible change,” according to Time magazine, and “from there, the 15 Percent Pledge was born.” James added, “This is a really tough time for everyone, and people shopping is by no means going to ease the pain of the lives that we have lost,” according to Cam Wolf in GQ magazine. James is cautious to highlight that the 15 Percent Pledge is not the sole solution. We also need individuals to do a variety of other things, including contribute to bail money.
Memoir
James’ autobiography Wildflower was published in May 2023. A Kirkus Reviews reviewer wrote, “Throughout the text, James is vulnerable and frank, cultivating a narrative voice that is both intimate and captivating; on the line level, her language is impressively lyrical.” James doesn’t hold back, Bianca Betancourt writes in Harper’s Bazaar. She poignantly weaves tales from her youth together with frank accounts of the life she leads now as an entrepreneur and designer.
While reading Wildflower, it can perhaps be difficult to understand how James summoned the courage and determination to persevere in a field infamously characterized by privilege, exploitation, and vicious competition, according to Cat Woods in Observer. “Sure, a fashion lover can appreciate how James takes the reader through learning about the footwear trade, but the book speaks to a broader audience,” Andrea Bossi says in Fashionista. It is especially appealing to women and women of color, as well as anyone who has ever questioned their direction and purpose.
Aurora James Net Worth
The Canadian activist and fashion designer Aurora James has a net worth of about $3 million. Her main source of revenue comes from her 2013-founded apparel label, Brother Vellies.
In addition to promoting traditional African design concepts and techniques, Brother Vellies is well known for using sustainable materials in all of its product lines.
Aurora James Personal Life
The renowned Canadian fashion designer Aurora James, 39, is well known for being a reclusive person who tries to keep her personal life private.
She hasn’t been open about her marital status or any potential children as a result. However, it has been claimed that Benjamin Bronfman, also known as Benjamin Brewer, and Aurora James are dating.
Aurora James Awards & Nominations
- 2015 CFDA/Vogue Fashion Fund – Winner
- 2016 Vogue Talents Award – Winner
- 2016-2018 CFDA Fashion Incubator Member
- 2018 CFDA Awards, Swarovski Award for Emerging Talent – Nominee
- 2019 Planned Parenthood Influencer Award
- 2019 CAFA Award: International Canadian Designer Award – Winner
- 2019, Crain’s New York Business 40 Under 40
- 2020 British Fashion Award, People
- 2020 The Bloomberg 50
- 2020 Footwear News Person of the Year
- 2021 Time 100’s list of the 100 most influential people
- 2022 Glamour Woman of the Year Award
Aurora James Social Media
- Instagram handle: Aurora James (@aurorajames)
- Twitter handle: Aurora James (@AuroraJames)
- Facebook: Aurora James
- Tiktok handle: Aurora (@aurora.james)
How did Aurora James start her career?
with the age of 15, Aurora James completed her first internship with Next Models in Toronto. She attended Ryerson University for a year after high school to study fashion, then changed her degree to journalism and accepted a position working for Jeanne Beker at Fashion Television.
Why is Aurora James famous?
Aurora James, a native of Toronto and a migrant to New York City, is the founder and creative director of the upscale accessory company Brother Vellies.
Where does Aurora live now?
Although Aurora currently resides in Bergen, she frequently visits her parents in Os, where she was born and raised.