Change of Fashion

Brilliance, creativity and a passion for Black excellence all continue to boldly manifest themselves at Burrell, as the agency this year created the Black & Positively Golden “Change of Fashion” program for McDonald’s. The innovative national campaign debuted as part of McDonald’s longstanding Black & Positively Golden brand initiative and platform, and challenged the U.S. fashion industry to do better than the mere 7.3 percent of designers who are Black.

 “Change of Fashion” successfully paired five fast-rising African American designers—McDonald’s B&PG Change Leaders—with five Black fashion insiders who serve as career mentors, helping the designers to scale their businesses while guiding their work and progress. It’s a signature concept that the agency is proud to have originated.

 “When we brought the idea of the ‘Change of Fashion’ program to McDonald’s, they immediately recognized the impact that Black designers, models, stylists and influencers have on the fashion business’ global bottom line,” said CEO Tara DeVeaux. “The world knows that Black culture drives mainstream culture, and one of the key arenas where we’ve had a lengthy and consistent impact is in the fashion industry,” she emphasized. “Together, we wanted to develop a vehicle to help ensure they are also the acknowledged beneficiaries of it.” The McDonald’s “Change of Fashion” designers and their journeys can be followed via social media at changeoffashion.com, or @WeAreGolden on Instagram.