Fashion brands

How Fashion Brands Defend Reproductive Rights

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

Without this case, the legislature surrounding abortion is handed over to each state, allowing the 13 states with trigger laws to completely eliminate the right to choose — something Texas and Louisiana have already enacted. Today, the fashion industry is taking a stand. In an effort to expose the opinion – which undoubtedly impacts much of their customers and employees – luxury, premium and independent brands are donating profits and changing benefits to oppose to the decision. Read on to see what fashion brands are doing to ensure women’s continued right to bodily autonomy, now and forever.


Instagram @yitty

Lizzo’s new shapewear label, Yitty, shared a photo that read, “Mind your own business. Stay out of my body” on Instagram before adding, “When it comes to women’s human rights, there is no place for politics”. A week later, Lizzo announced that Yitty would donate 100% of her 4th of July weekend (July 2-4) net proceeds to the National Network of Abortion Funds to support “reproductive freedom and people on the ground who carry it out”. ”


Instagram @urbanoutfitters

The clothing company that is home to Anthropologie, Urban Outfitters, Free People and more has announced a new reproductive health policy in light of the reversal. In a LinkedIn post, the company shared that the additional benefits will now cover travel expenses for employees or dependents enrolled in the company’s health plan so their employees can “access the comprehensive health benefits they are entitled, regardless of the laws enacted by the state, of their residence.”


Instagram @lululemon

Lululemon spoke about the reversal via Instagram where they reiterated their belief in “the importance of wellness and the power to choose”. The brand added that “achieving equality requires access to reproductive health care” before announcing a $500,000 donation to the Center for Reproductive Rights to support organizations like the Black Women’s Health Imperative.


Instagram @athleta

The sportswear brand was one of many to update its healthcare benefits following the SCOTUS ruling, sharing on Instagram that employees would have access to family planning and mental health benefits in “any State – the one in which they reside or in which they travel”. Athleta added that this includes coverage “for adoptions, surrogacy, fertility treatment, paid parental leave, contraception and abortion.” The brand also shared on Instagram that it will be bringing together panelists to talk about staying empowered in the face of social challenges on AthletaWell throughout July.


Instagram @agolde

Popular denim brand, Agolde, released a statement on Instagram detailing their take on the rollover. “Today’s decision by the Supreme Court marks a setback in the history of our nation,” the message read. “We continue to support women’s rights 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.


Instagram @madewell

Madewell joined the more than 60 brands that signed the Don’t Ban Equity Statement following the SCOTUS ruling on June 24 and shared that they “firmly believe that everyone should have access to health care. complete reproduction” via Instagram. The brand added that it will continue to support the ACLU, which works to “maintain equality for all, including through access to reproductive services.”

Victoria’s Secret

Instagram @victoriasecret

Victoria’s Secret said it “supports women’s right to choose” through a statement on Instagram. The brand added that it “believes and trusts women to make personal decisions that work for them, and is 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.

good american

Instagram @goodamerican

Khloé Kardashian’s billion-dollar denim brand Good American has taken a stand 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 a slide from their carousel. “Without the right to safe and legal abortion, there are consequences: it will become difficult for families to escape poverty. This will pose health risks to many, especially black women who already face a maternal mortality crisis. Studies show that unwanted children face psychological suffering.”

The brand also informed its followers that it will continue to share resources after this devastating decision. “We can get through this together,” the brand concluded.



The assertive fashion label is known for its 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 t-shirts emblazoned with pro-choice slogans such as “abortion is healthy” 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 seek out 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”



As one of the first luxury brands to speak out, Gucci made waves by announcing a change in benefits following the potential overthrow of Roe V. Wade. “As we now face a critical moment in United States history, Gucci remains a firm believer that access to reproductive health care is a basic human right,” the Italian brand said 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 country.” Gucci also pledged its continued support for organizations that “enable access to reproductive health and protect human rights” through their Chime for Change campaign.

Levi Strauss & Co.


The popular denim and clothing brand issued a statement shortly after the opinion leaked, saying a woman’s access to reproductive health care, such as abortion, has been a “critical factor in the gains and contributions of women in the workplace over the past 50 years”. “While Levi Strauss & Co. already allows eligibility for reimbursement of healthcare-related travel expenses for services not available in an employee’s home state, they called on other business leaders to “raise their voices” and “take action to protect the health and well-being” of employees by protecting reproductive rights.



The vintage denim brand plans to donate 15% of its net sales throughout May to the Women’s Reproductive Rights Assistance Project. The Los Angeles-based organization helps women access safe and legal abortions or emergency contraceptives if they are not financially able to afford them themselves.

Rachel Antonoff

Rachel Antonoff

Rachel Antonoff, the ready-to-wear brand founded by a designer and activist of the same name, made her position clear via Instagram. The brand’s message stated that “abortion is a right” and announced that 100% of profits from its reproductive collection would be donated to Planned Parenthood. The collection includes a variety of womb embroidered sweaters and t-shirts in different colors and styles.

On June 24, the brand posted a protest flyer on its Instagram that read, “All for Abortion Rights.” The rally will take place at 6:30 p.m. on “the day the Supreme Court decision was announced” in Washington Square Park in New York City.



Cami Tellez, CEO of sustainable underwear brand Parade, posted a note on Instagram reiterating the company’s “unabashed” support for abortion access and reproductive rights “from the start.” The brand announced that it would 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 officials and vote in midterm elections.



Mejuri, a luxury jewelry company, announced it has made a donation to Keep Our Clinics in an effort to support equal access to healthcare “without shame or judgement”. Noura Sakkijha, CEO and Co-Founder, also released a statement saying, “Since its inception, Mejuri has been built to empower 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 health care, and it is our collective responsibility to protect each other.”

Mother Denim

Mother Denim

In an Instagram post, Mother Denim announced that she had donated $20,000 to the Center for Reproductive Rights while saying she was “a shameless advocate 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 who want to learn more.