How Fashion Brands Are Standing Up for Reproductive Rights

From donating proceeds to supporting employees.

When the Supreme Court overturned the 1973 landmark abortion case, Roe V. Wade, in a 6-3 decision on June 24, the United States collectively held its breath. SCOTUS's decision to overturn the case that protects a woman's right to an abortion not only limits access to safe procedures across the country but rids an entire demographic of one of their basic human rights.

Without this case, legislature surrounding abortion is put back into the hands of each individual state, allowing the 13 states with trigger laws to eliminate the right to choose completely — which Texas and Louisiana have already put into effect. Now, the fashion industry is taking a stand. In an effort to speak out against the opinion — which undoubtedly impacts a large portion of both their customers and employees — luxury, premium, and indie brands alike are donating proceeds and altering employee benefits to stand up against the ruling. Read on to see what fashion brands are doing to ensure a woman's continued right to bodily autonomy now, and forever.

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YITTY Two Women Embracing in T-Shirts
Instagram @yitty

Lizzo's new shapewear brand, Yitty, shared a photo that read "mind your business. Stay outta my body" on Instagram before adding, "when it comes to women's human rights, there is no room for politics." A week later, Lizzo announced that Yitty would be donating 100% of its net proceeds from Fourth of July weekend (July 2-4) to the National Network of Abortion Funds to support "reproductive freedom and the people on the ground making it happen."

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URBN Man and Woman Sitting and Resting Arm on Shoulder
Instagram @urbanoutfitters

The clothing company that houses Anthropologie, Urban Outfitters, Free People, and more announced a new reproductive healthcare policy in light of the overturning. In a LinkedIn post, the company shared that the added benefits will now cover travel expenses for employees or dependents enrolled in the company's health plan so their employees may "access the comprehensive health benefits they are entitled to, regardless of the laws enacted by the state of their residence."

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Lululemon Woman Workout Set
Instagram @lululemon

Lululemon spoke out about the overturning via Instagram where they reiterated their belief in "the importance of wellbeing and the power of choice." The brand added that "achieving equality requires access to reproductive healthcare" before announcing a donation of $500,000 for the Center for Reproductive Rights to support organizations like the Black Women's Health Imperative.

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Athleta Woman Black Workout Set Yoga Pose
Instagram @athleta

The athleticwear brand was one of many to make updates to their healthcare benefits following the SCOTUS's decision, sharing on Instagram that employees would have access to family planning and mental health benefits in "any state— either one they reside in or travel to." Athleta added that this includes coverage of "adoptions, surrogacy, fertility treatments, paid parental leave, contraception, and abortion." The brand also shared on Instagram that they'd be gathering panelists to talk about how to stay empowered amidst social challenges on AthletaWell throughout the month of July.

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AGOLDE Woman Black Tank Top Jeans Hand on Shoulder
Instagram @agolde

Popular denim brand, Agolde, issued a statement on Instagram detailing their opinion on the overturning. "Today's Supreme Court decision marks a setback in our nation's history," the post read. "We continue to support the rights of women and safe and equitable reproductive care." The brand also encouraged followers to visit the account's Instagram Stories to find organizations and resources working to help protect reproductive rights.

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Madewell Woman at Table Bathing Suit and Jacket
Instagram @madewell

Madewell joined the over 60 brands who have signed the Don't Ban Equity statement following the SCOTUS's decision on June 24 in addition to sharing that they "firmly believe that everyone should have access to comprehensive reproductive care" via Instagram. The brand added that they will continue to support ACLU, which works to "​​maintain equality for all, especially through access to reproductive services."

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Victoria's Secret

Victoria's Secret Woman Bra Underwear Set Car
Instagram @victoriassecret

Victoria's Secret shared that they "support a women's right to choose" through a statement on Instagram. The brand added that they "believe in and trust women to make personal decisions that are right for them, and are committed to becoming the leading advocate for women by championing their journeys" before encouraging followers to visit a link in their bio to learn more about their updated healthcare benefits.

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Good American

Khloé Kardashian Good American Sweatshirt Jeans Sitting On Couch
Instagram @goodamerican

Khloé Kardashian's billion-dollar denim brand Good American took a stance following the Supreme Court's decision to overturn the landmark 1973 abortion case Roe V. Wade. "We stand with women we stand with choice we stand with you," read one slide of their carousel. "Without the right to a safe and legal abortion there are consequences: it will become hard for families to escape poverty. It will cause health risks to many, especially Black women who already face a maternal mortality crisis. Studies show unwanted children face psychological suffering."

The brand also notified followers that they will continue to share resources after this devastating decision. "We can get through this together," the brand concluded.

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How Fashion Brands Are Standing Up for Reproductive Rights

The statement-making fashion brand is known for their social justice collections that raise funds for a variety of charities and organizations, such as Planned Parenthood and Center for Reproductive Rights. Their Reproductive Rights collection includes graphic tees emblazoned with pro-choice slogans like, "abortion is healthcare" and "abortion is a human right."

On June 24, the brand posted an Instagram with the Supreme Court's decision to overturn Roe v. Wade. "We encourage you to look to and support organizations at the forefront of this fight for resources and action items," the brand wrote. "Including but not limited to… @AbortionFunds @ReproRights @SisterSong_WOC @PPACT @LatinaInstitute + @RoeFund. If you or someone you know needs an abortion, visit"

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How Fashion Brands Are Standing Up for Reproductive Rights
Instagram @gucci

As one of the first luxury brands to speak out, Gucci made waves by announcing a change to employee benefits in wake of Roe V. Wade's potential overturning. "As we now face a critical moment in U.S. history, Gucci remains steadfast in its belief that access to reproductive health care is a fundamental human right," the Italian brand shared in a statement. "The company will now provide travel reimbursement to any U.S. employee who needs access to health care not available in their home state." Gucci also pledged its continued support to organizations that "enable access to reproductive health and protect human rights" through their ongoing Chime for Change campaign.

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Levi Strauss & Co.

How Fashion Brands Are Standing Up for Reproductive Rights

The popular denim and clothing brand issued a statement shortly after the opinion was leaked stating that a woman's access to reproductive health care, such as abortion, has been a "critical factor to the workplace gains and contributions women have made over the past 50 years." While Levi Strauss & Co. already allows reimbursement eligibility surrounding healthcare-related travel expenses for services not available in an employee's home state, they called on fellow business leaders to "make their voices heard" and "act to protect the health and well-being" of employees by protecting reproductive rights.

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How Fashion Brands Are Standing Up for Reproductive Rights

The vintage denim brand plans to donate 15% of net sales throughout the month of May to the Women's Reproductive Rights Assistance Project. The Los Angeles-based organization assists women in accessing safe, legal abortions or emergency contraceptives if they are financially unable to pay for them themselves.

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Rachel Antonoff

How Fashion Brands Are Standing Up for Reproductive Rights
Rachel Antonoff

Rachel Antonoff, the ready-to-wear clothing brand founded by a designer and activist of the same name, made its stance clear via Instagram. The brand's post stated "abortion is a right," and announced that 100% of proceeds from its reproductive collection will be donated to Planned Parenthood. The collection includes a variety of uterus-embroidered sweaters and T-shirts in different colors and styles.

On June 24, the brand posted a protest flyer to their Instagram that read, "all out for abortion rights." The gathering will be held at 6:30 p.m. on "the day the Supreme Court decision is announced" at Washington Square Park in New York City.

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How Fashion Brands Are Standing Up for Reproductive Rights

Cami Tellez, CEO of the sustainable underwear brand Parade, issued a note on Instagram reiterating the company's "unapologetic" support of abortion access and reproductive rights "since the beginning." The brand announced it will donate 1% of all profits to organizations fighting for reproductive rights while adding, "It's not enough, but it's a start." The post also linked to abortion funds and urged followers to attend rallies, call their state representatives, and vote in the midterm elections.

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How Fashion Brands Are Standing Up for Reproductive Rights

Mejuri, a luxury jewelry company, announced they had made a donation to Keep Our Clinics in an effort support equal access to health care that's "free of shame and judgment." Noura Sakkijha, CEO and co-founder, also released a statement saying, "Since inception, Mejuri was built on empowering our community to invest in themselves, and we celebrate those who act on their own terms. This news is a direct threat to the right and access to healthcare, and it is our collective responsibility to protect one another."

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Mother Denim

How Fashion Brands Are Standing Up for Reproductive Rights
Mother Denim

In an Instagram post, Mother Denim announced they had donated $20,000 to The Center for Reproductive Rights while saying they "unapologetically stand for all reproductive rights." The post encouraged people to join them in donating to organizations supporting access to birth control and safe abortions, and linked to additional resources for those wishing to learn more.

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