‘Now Is Her Time’ by Pharrell Williams
In 2019, Pharrell Williams' streetwear brand Billionaire Boys Club collaborated with Adidas to launch the "Now Is Her Time" campaign. This campaign marked a significant departure from conventional fashion advertising by featuring pregnant and breastfeeding models, thereby challenging societal norms and celebrating motherhood in all its forms.
The decision to showcase women at various stages of motherhood was not only a bold statement but also a powerful act of inclusivity and representation. By embracing diversity in their models, Billionaire Boys Club and Adidas sent a clear message of empowerment and acceptance. The campaign aimed to redefine traditional standards of beauty and challenge outdated stereotypes, fostering a more inclusive and progressive fashion landscape.
The "Now Is Her Time" campaign went beyond aesthetics to champion the work of female activists in crucial areas such as gender equality, sexuality, race, and overall equality. By aligning fashion with social activism, the collaboration sought to raise awareness and spark meaningful conversations around these pressing issues. It served as a reminder that fashion could be a powerful tool for advocacy and social change.
Pharrell Williams, known for his commitment to social justice and equality, had long used his platform to amplify marginalised voices and advocate for positive change. Through "Now Is Her Time," he and his brand continued this legacy, pushing boundaries and challenging the status quo in the fashion industry. The campaign not only celebrated the strength and resilience of women but also underscored the importance of solidarity and allyship in the fight for equality.
"Now Is Her Time" represented a significant step forward in the quest for inclusivity and representation within the fashion world. By embracing diversity and highlighting the voices of female activists, Billionaire Boys Club and Adidas set a powerful example for the industry as a whole, inspiring others to follow suit and champion meaningful social causes through their work
