• by Teresa Buyikian , June 13, 2024

QSRs are no stranger to fashion collabs -- and now the largest burger purveyor in the world is lending a helping hand to emerging Black designers through a new program.

McDonald’s recently partnered with television host Elaine Welteroth to launch a Black & Positively Golden initiative. The program helps by equipping Black designers with “career-propelling mentorship, resources, and financial support that will accelerate their career trajectories,” per the brand.

According to the announcement, despite the immense fashion influence of Black designers, “from zoot suits in the 1930s to hip hop tracksuits of the 1980s, their representation in America stands at a mere 7.3%, which …. allows the fashion industry to profit from Black culture while neglecting to embrace Black talent.” Thus the launch of the B&PG Change of Fashion program to push for industrywide change.

"For decades, McDonald's has leveraged its size and scale to invest in and support the diverse communities we serve," said Tariq Hassan, chief marketing and customer experience officer at McDonald's. "The Change of Fashion program builds on that legacy, pushing new boundaries in an effort to inspire real change, not only for our five designers, but for the fashion industry at large."

The new program, supported by a national TV spot and social media efforts, is a spin-off of McDonald’s existing annual B&PG Change Leaders program, founded in 2022, which so far has provided Black thought leaders nationwide with resources and more than $600K in funding.

Under B&PG Change of Fashion, five emerging Black designers will be paired with five Black industry experts for a year with access to resources, education and national exposure, which will lead up to the launch of their own capsule collections. Each designer will receive grant funds of $200k.

Program mentors are Welteroth, Matte Collection CEO Justina McKee, retail executive Shawn Howell, Laquan Smith COO Jacqueline Cooper and Founder and CEO of of luxury concept retail stores, McMullen, Sherri McMullen.

Fans can follow the designers' experience by visiting changeoffashion.com or @wearegolden on Instagram.