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Why Fashion Brands Were Silent After the US Capitol Storming

Even as consumers expect their favourite brands to align with their values and take a stand on socio-political issues, there was little for fashion companies to gain in wading into America’s latest crisis.
Supporters of US President Donald Trump, including Jake Angeli, a QAnon supporter known for his painted face and horned hat, enter the US Capitol. Getty Images.
Supporters of US President Donald Trump, including Jake Angeli, a QAnon supporter known for his painted face and horned hat, enter the US Capitol. Getty Images.
By
BoF PROFESSIONAL

Soon after a costumed, right-wing mob, inflamed by online memes and outgoing US President Donald Trump, stormed the seat of the country’s democracy last Tuesday to stop the certification of the 2020 election results, many companies took swift action to protect their brands. Almost immediately, many paused their marketing activities for fear of appearing next to coverage or commentary on what President-elect Joe Biden gravely called “insurrection.”

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About the author
Vikram Alexei Kansara
Vikram Alexei Kansara

Vikram Alexei Kansara is Editorial Director at The Business of Fashion. He is based in London and oversees BoF’s luxury, fashion week, art, sustainability, global markets and opinion verticals.

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